THE RHETORIC OF ADVERTISING

THE RHETORIC OF ADVERTISING
 Communication addresses someone about something
(Jakobson-Russian linguist)

 What language does advertising use when it ‘speaks’ to
us?
 How does it speak/addresses us?

There is an
 addressor (ads use addressors e.g. famous stars,
sportspersons, housewives, doctors, politicians,
ordinary-usually happy or anxious- people)
 Addressee= You the viewer
 Context= situation
 Message (s)
 Contact-medium (magazine, TV, radio, billboard,
newspaper, mobile phone, computer PC, mobile phone,
ipad, Internet etc)
 Code (mostly culture specific and codes are learned)

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