Il linguaggio pubblicitario tra persuasione e retorica = The advertising language through persuasion and rhetoric


The advertising language through persuasion and “rhetoric”. “It is about the large-scale efforts being made, often with impressive success, to channel our unthinking habits, our purchasing decisions, and our thought processes by the use of insights gleaned from psychiatry and the social sciences. Typically these efforts take place beneath our level of awareness; so that the appeals which move us are often, in a sense, ‘hidden’. The result is that many of us are being influenced and manipulated, far more than we realize, in the patterns of our everyday lives”. In this way Vance Packard defined the advertising effects and its authors in the essay “The Hidden persuaders”, published in 1957, underlining how advertising persuasion effort could move customers and influence their way to perceive the world around, and in particular how it happens in an hidden way. Today customers could be considered more conscious of how an Ad message acts and which kind of strategies are used in it. How advertising speaks and why, it’s probably one of the most interesting analysis approach. And the rhetoric analysis is surely one of the most complex. When we talk about “rhetoric”, we can refer to a rhetoric use of language (modern meaning) or to a use of figures of speech in a message (classical meaning). In the advertising language we can find both of them

DOI Code: 10.1285/i22840753n2p59

Keywords: advertising; language; rhetoric; persuasion; Packard V

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