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Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai
Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai
Electronic Theses and Dissertations
The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements …
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, …