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Media Rhetorics, Persuasion and Power and Advertising

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Page 1: Media Rhetorics, Persuasion and Power and Advertising
Page 2: Media Rhetorics, Persuasion and Power and Advertising

Two main functions of Media Language

› makes truth-claims: it reports facts or gives information

› Persuades us towards some particular viewpoint, belief or course of action

Page 3: Media Rhetorics, Persuasion and Power and Advertising

Information - a content or raw material for perception or interpretation

a matter of representation that are calculated to achieve persuasive or rhetorical effects.

Persuasion - the act or activity of persuading people.

Information and Persuasion are connected because media uses some information to persuade the people in what they convey or in advertisements to buy their products.

Information and Persuasion

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› used to describe analysis of and training in how to persuade

› It is from the Greek word “rhêtorikê” (art of speech). It is not just a speech, it is a persuasive public speech.

Rhetorics

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Aristotle and his followers – an important and necessary aspect of all human language.

Plato – it is a manipulative language.

Different views of “Rhetoric”

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› Ethos: they believe the speaker to be fair and honest.

› Pathos: based on the emotion aroused by what is said

› Logos: based on the reasoning contained in an argument conveyed by the speech.

Three ways that an audience can be persuaded (Aristotle)

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Can be categorized into three main areas:› Lexical Choices: (choices of words )

Factors: who the speaker is, context and goal of the utterance.› Tropes/ Figurative Language: can

alter and enrich the meaning› Ex. Metaphor and Metonymy› Sound Patterning: repeated patterns of

soundsEx. Alliteration, Assonance and Rhyme

Devices in Persuasive Discourse

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Lankoff and Johnson: “The essence of metaphor is understanding and experiencing one kind of thing in terms of another”(1980)

It can involve more extended, socially established patterns in how we see things.

Metaphor

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“Frames are mental structures that shape the way we see the world. […] Reframing is social change. […] Reframing is changing the way the public sees the world. It is changing what counts as commonsense. Because language activates frames, new language is required for new frames”. [Lankoff, 2004:xv]

Framing

Prepared by:AB English 4B

Fayne DelarminoShekinah Hopilos

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C5

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› Political speech

› Advert

Persuasive Techniques in Information Media

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› Inform› persuade› manipulate› influence› control

It can make a major difference to public opinion and affect the speaker's popularity.

In political speech:

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(An abridged version)Election Night Victory Speech 

Grant Park, IllinoisNovember 4, 2008

If there is anyone out there who still doubts that America is a place where all things are possible; who still wonders if the dream of our founders is alive in our time; who still questions the power of our democracy, tonight is your answer.

PRESIDENT BARACK OBAMA'S ACCEPTANCE SPEECH

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5 It’s the answer told by lines that stretched around schools and churches in numbers this nation has never seen; by people who waited three hours and four hours, many for the very first time in their lives, because they believed that this time must be different; that their voice could be that difference.

10 Republican, black, white, Latino, Asian, Native American, gay, straight, disabled and not disabled – Americans who sent a message to the world that we have never been a collection of Red States and Blue States: we are, and always will be, the United States of America. It’s the answer that led those who have been told

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15 many to be cynical, and fearful, and doubtful of what we can achieve to put their hands on the arc of history and bend it once more toward the hope of a better day.

It’s been a long time coming, but tonight, because of what we did on this day, in this election, at this defining moment, change has come to America.

20 I just received a very gracious call from Senator McCain. He fought long and hard in this campaign, and he’s fought even longer and harder for the country he loves. He has endured sacrifices for America that most of us cannot begin to

Page 16: Media Rhetorics, Persuasion and Power and Advertising

imagine, and we are better off for the service rendered by this brave and selfless leader. I congratulate him and Governor Palin for all

25 they have achieved, and I look forward to working with them to renew this nation’s promise in the months ahead. I would not be standing here tonight without the unyielding support of my best friend for the last sixteen years, the rock of our family and the love of my life, our nation’s next First Lady, Michelle Obama. Sasha and Malia, I

30 love you both so much, and you have earned the new puppy that’s coming with us to the White House.

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30 love you both so much, and you have earned the new puppy that’s coming with us to the White House. And while she’s no longer with us, I know my grandmother is watching, along with the family that made me who I am. I miss them tonight, and know that my debt to them is beyond measure.

But above all, I will never forget who this victory truly belongs to – it

35 belongs to you.I was never the likeliest candidate for this office. We didn’t start with much money or many endorsements. Our campaign was not hatched in

Page 18: Media Rhetorics, Persuasion and Power and Advertising

the halls of Washington – it began in the backyards of Des Moines and the living rooms of Concord and the front porches of Charleston.

40 It was built by working men and women who dug into what little savings they had to give five dollars and ten dollars and twenty dollars to this cause. It grew strength from the young people who rejected the myth of their generation’s apathy; who left their homes and their families for jobs that offered little pay and less sleep; from the not-so-young people who braved the bitter

45 cold and scorching heat to knock on the doors of perfect strangers; from the millions of Americans

Page 19: Media Rhetorics, Persuasion and Power and Advertising

who volunteered, and organized, and proved that more than two centuries later, a government of the people, by the people and for the people has not perished from this Earth. This is your victory.

I know you didn’t do this just to win an election

50 and I know you didn’t do it for me. You did it because you understand the enormity of the task that lies ahead. For even as we celebrate tonight, we know the challenges that tomorrow will bring are the greatest of our lifetime – two wars, a planet in peril, the worst financial crisis in a century. Even as we stand here tonight, we know there are brave

Americans waking up in the deserts of Iraq and the

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55 mountains of Afghanistan to risk their lives for us. There are mothers and fathers who will lie awake after their children fall asleep and wonder how they’ll make the mortgage, or pay their doctor’s bills, or save enough for college. There is new energy to harness and new jobs to be created; new schools to build and threats to meet and alliances to repair.

60 The road ahead will be long. Our climb will be steep. We may not get there in one year or even one term, but America – I have never been more hopeful than I am tonight that we will get there. I promise you – we as a people will get there.[...]

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65 America, we have come so far. We have seen so much. But there is so much more to do. So tonight, let us ask ourselves – if our children should live to see the next century; if my daughters should be so lucky to live as long as Ann Nixon Cooper, what change will they see? What progress will we have made?This is our chance to answer that call. This is

70 our moment. This is our time – to put our people back to work and open doors of opportunity for our kids; to restore prosperity and promote the cause of peace; to reclaim the American Dream and reaffirm that fundamental truth – that out of many, we are one; that while we breathe, we hope, and where we

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are met with cynicism, and doubt, and those who tell us that we can’t, we will

75 respond with that timeless creed that sums up the spirit of a people:

Yes We Can. Thank you, God bless you, and may God Bless the United States of America.

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As Sacks put it," Words are essential to democracy , where the power if persuasion must always defeat the threat of coercion ... victory goes to the leader who can speak the anxieties of the age , constructing for generation, a compelling narrative of hope.'

That could be why Obama won.

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very little verbal material› uses a number of rhetorical devices

(metaphor, repetition, onomatopoeia and the list of three)

Please refer to page 156 of the book Language

and Media

ADVERT

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In the said advert there 's a need of:

1. linguistic knowledge2. cultural knowledge3. pragmatic knowledge

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› Persuasive media Techniques plays a part in presenting information and viewpoint across a wide variety of fields

› Rhetorical techniques and persuasion plays a significant role in the design of information campaigns and news.

› Rhetorical techniques serves the purpose of promotional advocacy.

Prepared by:AB English 4B

Cybel T. GanateJoedy Ann S. Gesulgon

Page 27: Media Rhetorics, Persuasion and Power and Advertising
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› News

Two Influential Fields of Media

› Advertising

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News is an event or actions in the world.

NEWSPAPER, MAGAZINE, MEDIA REPORT AND SOCIAL MEDIA. There is a CONSTRUCTED REPRESENTATION of every events and actions.

News as events or as accounts of events?

₪HOW THEY ARE ORGANIZED₪HOW STORIES ARE

SELECTED₪HOW THEY ARE

REPRESENTED

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"DOG BITES MAN" vs "MAN BITES DOG“

The preliminary stage of how information is turned into story is investigated in media and journalism studies, under the heading of news value.

What constitutes news?

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◼The conventional topic areas that contribute to a new story's genre characteristics.

◼The characteristics or attributes of events and actions that make a story newsworthy

◼The sources, or underlying materials

Three linguistically relevant aspects of news value:

Page 32: Media Rhetorics, Persuasion and Power and Advertising

(Hartley 1982) describes main kinds of news material or news content typically found across media news outlet:

Politics ─ government (Whitehall/Whitehouse), parliament (Westminster/Capitol Hill) and the policies, personalities and disputes that make up the context of decision-making.

Topic Areas

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The economy defined as (a) companies and the City – their performance, their figures and their management; (b) ‘government figures out tonight’ – a statistical model of trade figures, imports and exports, etc.

Foreign Affairs – the relations between governments and especially those involved in an issue concerning ‘us’

Topic Areas

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Domestic [national] news – fall into hard and soft stories. Hard stories are characterized by conflict (violence). Soft stories include humour and human interest (often defined as having a ‘woman’s angle’.

Occasional stories– Stories about disasters, celebrities, the Royal Family and topical talking points of the day.

Sport Accented towards male, professional, competitive sport; football in winter, cricket in summer, with a league-table of ‘other’ sport in season

Topic Areas

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› Main function appears to be to persuade consumers to buy, achieving this partly by differentiating brands from one another in the marketplace that may not have obvious differences.

› Conveys information so that consumers know what is available, who makes it, and where and how they can get it.

Advertising

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› How are consumers desire created?› Do consumers react to advertising on a

reasoned, logical basis, or are they motivated by other kinds of desire and aspiration?

› Are consumers entertained by advertising or manipulated by it?

Such investigation needs to connect with wider social questions:

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› Characteristics of the brand name; of the headline, tagline or strapline that often offers memorable endorsement of product or values associated with it.

› Descriptive material (such as price information, or stipulations that terms and conditions apply) that accompanies more obviously rhetorical copy.

The Register of Advertising

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The language of advertising have often focused on creative use of conventionally poetic devices. Such devices include:

› Sound Patterning such as rhyme and consonance (‘Beanz Meins Heinz’) and alliteration (‘The salon secret fro silky shine’).

› Parallelism: the creation of meaning by partial similarity coupled with striking contrast.

Language of Advertising

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• uses mini-stories or dramas; or exoticised images, irony or indirect humor, rather than directly stating claims about the product.

• Language used in this way makes no specific claims about the product or service being advertised, such as what it weighs, how much it costs, or what is capable of.

The Suggestiveness of Advertising Language

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› Claim – statement that can be substantiated (i.e. shown to be true) or demonstrated to be false, misleading or deceptive.

› What is known as ‘trade puff’, -- states attributes of the product in such a highly favorable light that it is considered to be merely exaggerated praise (it puffs up, or inflates, the quality of what is being sold with rhetorical praise). Examples include ‘best ever’, ‘unique’, ‘stunning’, ‘fantastic’, ‘outstanding’ and ‘excellent’.

Specific Claims about Products and Services

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Example slogan used as a part of the newspaper advert for shampoo (Pantene Pro V)

Rewind time. Helps fight the signs up to two years’ hair damage in just one wash.

If we look carefully, is not in fact two years but an indeterminate shorter period:

One use of this product helps to fight to reverse the signs up to two years of hair

damage.

Advert Slogan

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Tasic, Julie Anne T.

Aboltivo, Liezl S.

Ganate, Cybel T.

Delarmino,Fayne G.

Hopilos, Shekinah J.

Gesulgon, Joedy-Ann S.


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