RHETORİCAL EXPRESSION IN ADVERTISING

Buse Gür

Makale detayları

RHETORİCAL EXPRESSION IN ADVERTISING

Yazarlar:

Buse Gür

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam Çözümlemesi

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.8 Issue 1, pp.41-78

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001342616

pISSN:

2636-753X

Anahtar kelimeler:

Özet:

 The concept of rhetoric is one of the oldest forms of communication that people have used for years. In its most general sense, rhetoric is the art of effective speech. The primary purpose of rhetoric is to increase the persuasiveness of the word by using it effectively. The word spoken in an impressive way is the most important way to convince the other party. The use of rhetorical expression in advertising increases credibility. In addition to this, brands have made an effort to persuade the masses in order to direct consumption, to form consumption habits and to sell their products. The art of persuasion, which is a form of influence, has been carried out with many methods until today. Brands frequently use this art of persuasion, namely rhetoric, in their advertising activities. In this study, it is aimed to explain with which elements the art of persuasion is used in printed or animated advertisements with advertisement examples. For this purpose, rhetorical elements are discussed in the advertisement. In this study, advertisements were examined and the rhetorical elements used in advertisements were analyzed with Barthes semiotic method. Basically, Aristoteles ethos, pathos and logos are frequently used in advertisements, but the rhetorical elements that Gillian Dyer stated in his book are frequently included in advertising. It is seen that printed and animated advertisements, which are considered as an element of visual rhetoric, come to the fore with the elements mentioned by Dyer and make great contributions to persuasion communication. The relationship between denotation and connotation of the images seen in these advertisements, which are analyzed semiotically, has been revealed. When the images used are analyzed in terms of denotation, it is seen that the messages that are intended to be given in the advertisement are expressed implicitly in connotation, while they are simple and in a sense that everyone can express. When Barthes semiotic analysis method is considered, it is possible to reach the meanings that the advertisements actually want to give.

 The concept of rhetoric is one of the oldest forms of communication that people have used for years. In its most general sense, rhetoric is the art of effective speech. The primary purpose of rhetoric is to increase the persuasiveness of the word by using it effectively. The word spoken in an impressive way is the most important way to convince the other party. The use of rhetorical expression in advertising increases credibility. In addition to this, brands have made an effort to persuade the masses in order to direct consumption, to form consumption habits and to sell their products. The art of persuasion, which is a form of influence, has been carried out with many methods until today. Brands frequently use this art of persuasion, namely rhetoric, in their advertising activities. In this study, it is aimed to explain with which elements the art of persuasion is used in printed or animated advertisements with advertisement examples. For this purpose, rhetorical elements are discussed in the advertisement. In this study, advertisements were examined and the rhetorical elements used in advertisements were analyzed with Barthes semiotic method. Basically, Aristoteles ethos, pathos and logos are frequently used in advertisements, but the rhetorical elements that Gillian Dyer stated in his book are frequently included in advertising. It is seen that printed and animated advertisements, which are considered as an element of visual rhetoric, come to the fore with the elements mentioned by Dyer and make great contributions to persuasion communication. The relationship between denotation and connotation of the images seen in these advertisements, which are analyzed semiotically, has been revealed. When the images used are analyzed in terms of denotation, it is seen that the messages that are intended to be given in the advertisement are expressed implicitly in connotation, while they are simple and in a sense that everyone can express. When Barthes semiotic analysis method is considered, it is possible to reach the meanings that the advertisements actually want to give.

 The concept of rhetoric is one of the oldest forms of communication that people have used for years. In its most general sense, rhetoric is the art of effective speech. The primary purpose of rhetoric is to increase the persuasiveness of the word by using it effectively. The word spoken in an impressive way is the most important way to convince the other party. The use of rhetorical expression in advertising increases credibility. In addition to this, brands have made an effort to persuade the masses in order to direct consumption, to form consumption habits and to sell their products. The art of persuasion, which is a form of influence, has been carried out with many methods until today. Brands frequently use this art of persuasion, namely rhetoric, in their advertising activities. In this study, it is aimed to explain with which elements the art of persuasion is used in printed or animated advertisements with advertisement examples. For this purpose, rhetorical elements are discussed in the advertisement. In this study, advertisements were examined and the rhetorical elements used in advertisements were analyzed with Barthes semiotic method. Basically, Aristoteles ethos, pathos and logos are frequently used in advertisements, but the rhetorical elements that Gillian Dyer stated in his book are frequently included in advertising. It is seen that printed and animated advertisements, which are considered as an element of visual rhetoric, come to the fore with the elements mentioned by Dyer and make great contributions to persuasion communication. The relationship between denotation and connotation of the images seen in these advertisements, which are analyzed semiotically, has been revealed. When the images used are analyzed in terms of denotation, it is seen that the messages that are intended to be given in the advertisement are expressed implicitly in connotation, while they are simple and in a sense that everyone can express. When Barthes semiotic analysis method is considered, it is possible to reach the meanings that the advertisements actually want to give.

 Retorik, yıllardır insanların kullandığı en eski iletişim biçimlerinden biridir. En genel anlamıyla retorik, etkili söz söyleme sanatıdır. Retoriğin öncelikli amacı, sözün etkili bir şekilde kullanılarak ikna ediciliğini artırmaktır. Etkileyici bir şekilde söylenen söz, karşı tarafı ikna etmede en önemli yoldur. Retorik anlatımın reklamda kullanılması inandırıcılığı yükseltmektedir. Bununla birlikte markalar, tüketime yönlendirme, tüketim alışkanlığının oluşması ve ürünlerini satmak amacıyla kitleleri ikna etme gibi bir çaba içerisine girmişlerdir. Bir etkileme biçimi olan ikna sanatı günümüze dek birçok yöntemle gerçekleştirilmiştir. Markalar reklamcılık faaliyetlerinde bu ikna etme sanatını yani retoriği sıklıkla kullanmaktadırlar. Bu çalışmada reklam örnekleriyle basılı veya hareketli reklamlarda ikna sanatının hangi unsurlarla kullanıldığını açıklamak amaçlanmaktadır. Bu amaç doğrultusunda reklamda retorik unsurlar ele alınmaktadır. Bu çalışmada reklamlar incelenmiş ve reklamlarda kullanılan retorik unsurlar Barthesın göstergebilimsel yöntemiyle çözümlenmiştir. Temel olarak reklamlarda Aristotelesin ethos, pathos ve logostan sıkça yararlanılmakla birlikte Gillian Dyerin kitabında belirttiği retorik unsurlarda reklamcılıkta sıklıkla yer almaktadır. Görsel retoriğin bir unsuru sayılan basılı ve hareketli reklamların Dyerin belirttiği unsurlarla ön plana çıktığı ve ikna iletişimine büyük katkılar sunduğu görülmektedir. Göstergebilimsel çözümlenen bu reklamlarda görülen imgelerin, düzanlam ve yananlam ilişkisi ortaya konmuştur. Kullanılan imgeler düzanlam olarak çözümlendiğinde basit ve herkesin ifade edebileceği anlamdayken yananlamda, reklamda asıl verilmek istenen mesajların üstü örtük bir şekilde ifade edildiği görülmektedir. Barthesın göstergebilimsel çözümleme yöntemi ele alındığında, reklamların asıl vermek istedikleri anlamlara ulaşmak mümkündür.

Makale detayları

RHETORİCAL EXPRESSION IN ADVERTISING

Yazarlar:

Buse Gür

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam Çözümlemesi

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.8 Issue 1, pp.41-78

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001342616

pISSN:

2636-753X

Rhetoric

Advertising Communication

Persuasion

Semiotics.Retorik

Reklam İletişimi

İkna

Göstergebilimsel Çözümleme.

Sayı

Makale detayları

Yazarlar: Buse Gür

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: Reklam Çözümlemesi

Dergi: Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.8 Issue 1, pp.41-78

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001342616

pISSN: 2636-753X

Sayı

Yazarlar:

Buse Gür

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam Çözümlemesi

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.8 Issue 1, pp.41-78

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001342616

pISSN:

2636-753X