M Eisend, “A meta-analysis of humour in advertising’, Journal of the Academy of Marketing Science, 37, 2009, pp. 191-203.…
Furthermore, Ira C. Herbert’s letter establishes a serious mood. For example, he justifies that, “... We are writing to ask you to stop using this theme or slogan in connection with the book” which is informing that the The Grove Press must stop using “their” slogan(6-7). Herbert implants a serious mood in the reader when he decides to not use any positive words and just gets to the main point of his letter. Another example would be him claiming that in 1952, Coca-Cola used “There’s this about Coke-You Can't beat the real thing”...” informing the Grove Press that Coca-Cola created the first idea that originated the slogan. In this situation Herbert serious mood is conveyed when he is straightforward and direct. This straightforward letter directed…
Marketing companies are increasingly venturing into absurd methods to market products. In our consumer oriented society, the public’s gullibility is optimized by the marketing industry’s power. The Onion, a publication devoted to humor and satire, derides how products are marketed to consumers in order to illustrate the absurdity of marketing strategies. The Onion utilizes testimonials and clever diction to satirize the methods availed by marketers.…
The correspondence of letters between Herbert of the Coca-Cola Company and Seaver of Grove Press Inc. serve to establish which company has the precedent to use the slogan “It’s the Real Thing.” Through satire and irony, Seaver undoubtedly offers the more persuasive case. Herbert appeals to his sense of logos to persuade Seaver to refrain from using the slogan by offering an accumulation of reasons to support his argument. Seaver’s initial tone is one of business sand politeness; upon further inspection, his scathing tone reveals itself by his rebuttal of each of Herbert’s arguments.…
Dave Barry’s essay Guys vs. Men is a humorous essay that intertwines both satire and wittiness. He claims that there are two ways of looking at males; as men and as guys. He defines men as the masculine characteristics attributed to males. Whereas he goes on to describe the certain characteristics, that are not necessarily ‘masculine’, which guys portray. These characteristics are divided into three categories (1) Guys Like Neat Stuff, (2) Guys Like a Really Pointless Challenge, and (3) Guys Do Not Have a Rigid and Well-Defined Moral Code. It is theses three categories that serve as Barry’s subclaims in his essay. The three most common rhetorical strategies used throughout the essay include; descriptions, figurative language, along with cause…
Degen, Michael. "Close Reading Strategies That Develop an Analytical Voice." Crafting Expository Argument. 5 ed. Dallas: Telemachos Publishing, 2012. 1736.…
The fake article by The Onion used satire in many ways to get their point across. By making fun of the product, they were able to effectively get their point across that the soles were not what they were said to be.…
He exaggerates the advice he is about to give the students. He lets you believe that he is going to offer you serious advice, but then he gives a humorous one instead.…
For example, he continually attacks false scientific research often touted in today's advertising campaigns. Perhaps his most effective way of doing this is praising the "pseudoscience" of MagnaSoles (the name of the inserts being advertised). As the meaning of the word pseudoscience is literally false science, the author ridicules not only companies who back merchandise with manufactured research but also the consumers too ignorant to realize the blatant lies. He later accomplishes the same effect with an imagined quote from a consumer with a twisted ankle: "…after wearing MagnaSoles for seven weeks, I've noticed a significant decrease in pain."…
Evaluating aspects from a scientific perspective is not limited to only people who are pursuing science as a career or major. Atul Gawande, respected surgeon and author, understands this concept well and works to encourage the public to trust in testing a hypothesis no matter how profound. Through utilizing the strategies of incorporating personal experience, rhetorical questions, and a motivational tone, Gawande’s article, The Mistrust of Science, pushes readers to face challenges without a doubt.…
Oscar Wilde’s The Importance of Being Earnest provides a satirical view of the Victorian era, primarily focusing on Victorian standards of marriage and social expectations. Wilde builds his critique of Victorian morality through his humor and wit between the character’s banter, the hypocritical Victorian view of honesty.…
On August 16th, 2015, John Oliver’s news show on HBO, Last Week Tonight, shed a cutting light on religious ministers who devote the majority of the ministry through television broadcasting. Mainly Christian, these ministers, known as “Televangelists”, and can be either official or self-proclaimed ministers that enlist their followers into “seed faith”. Defining this term, Televangelist Rick Warren explains the principal of “seed faith”, or “sowing and reaping” as sending money to his church -“planting the seed”- whenever you might have or ask for a need from God. Given time you will “harvest” the benefits and gain what you originally asked for with blessings (Warren). Oliver, however, has a different view about such prosperity gospels and made…
In The Great Influenza Barry contrasts certainty and uncertainty so that there is an understanding that scientific research is in fact a pioneering effort through effective abstract language, romanticized syllogism, and strong metaphors.…
Obesity is a major epidemic in America. American’s are known for their obsession with food. At church last Sunday, the pastor was preaching on the topic of “fasting”. Fasting would be defined as the abstinence from eating certain or all foods in an effort to rely solely on God for inner strength. The pastor talked about how we as Americans are constantly looking for our next meal. We are always anticipating when and what we are going to eat. We even schedule our entire days around mealtime. Americans are essentially obsessed with food. In an effort to change this aspect of our culture, I have devised a three-part plan.…
Stephen McKenna’s “Advertising as Epideictic Rhetoric” attempts to draw parallels between modern advertising and classic rhetorical theory through the notion of modern advertising as a form of Epideictic rhetoric. In doing so, McKenna serves to make classic rhetoric relatable to modern culture and provide a platform for other scholars of rhetoric to comprehensively study the connections between traditional and contemporary rhetoric. Though McKenna’s observations aren’t as complete as it could be, his examination of modern advertising effectively foreshadows the continual evolution of rhetorical advertising.…