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Metaphors And Emotions In Advertising: A Rhetorical Analysis Of Audi’S Online Video Commercials, Richard Opoku Amoako
Metaphors And Emotions In Advertising: A Rhetorical Analysis Of Audi’S Online Video Commercials, Richard Opoku Amoako
Electronic Theses and Dissertations
Advertising often employs metaphor because of its rhetorical utility. By drawing on analogous imagery and language, metaphor has the potential to elicit emotional responses. As the digital age is increasingly saturated with commercial messaging, advertising experts leverage the persuasive power of metaphor and emotion to produce creative, compelling, and memorable commercials. German automobile company Audi employs metaphorical language and imagery in their video advertisements to arouse consumer emotions. In this study, I conduct rhetorical analyses of Audi’s online video commercials in order to: identify instances in their ads that employ metaphorical language and imagery; investigate how those metaphors function rhetorically; …
Emotional Appeals In Nonprofit Advertising: A Rhetorical Analysis Of Print Ads By The Susan G. Komen Breast Cancer Foundation And The American Cancer Society, Dominique N. A. Harrison
Emotional Appeals In Nonprofit Advertising: A Rhetorical Analysis Of Print Ads By The Susan G. Komen Breast Cancer Foundation And The American Cancer Society, Dominique N. A. Harrison
Electronic Theses and Dissertations
Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, …