STYLISTIC CHOICES IN ADVERTISING: PERSUASION AND RHETORIC IN MARKETING COMMUNICATION
Ключевые слова:
stylistic choices, advertising, persuasion, rhetoric, marketing communication, emotional appeals, logical appeals, credibility, trust, social influence, metaphors, similes, repetition, humor, storytelling.Аннотация
This article explores the role of stylistic choices, specifically persuasion and rhetoric, in advertising and marketing communication. It begins by discussing the concept of persuasion in advertising, highlighting emotional appeals, logical appeals, credibility and trust, and social influence as persuasive techniques. The article then delves into the use of rhetoric in advertising, including metaphors and similes, repetition, humor, and storytelling as rhetorical devices. The article emphasizes the significance of emotional appeals in creating connections with consumers, logical appeals in presenting product features and benefits, credibility and trust in establishing a brand's reputation, and social influence in fostering conformity. It also highlights the importance of rhetoric in crafting compelling messages and enhancing consumer engagement.
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