Techniques and Modes of Persuasion Used in Some American Brands’ Advertisements on Instagram: A Rhetoric Approach
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Date
2022
Authors
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Publisher
Université Mouloud Mammeri Tizi Ouzou
Abstract
The present dissertation investigates the techniques and modes of persuasion used by ten American brands in their advertisements on Instagram. The aim of this study is fourfold. First, it attempts to determine the techniques of persuasion utilized in brands’ advertisements. Second, it intends to identify the modes of persuasion implemented by the advertisers. Third, it seeks to check whether brands use the same techniques and modes of persuasion based on the sectors to which they belong. Fourth, it strives to examine whether big brands and small brands use the same techniques and modes of persuasion. In order to meet the objectives of this study, Keraf’s theory of persuasion techniques and Aristotle’s theory of persuasion modes are applied. A descriptive qualitative approach is used to conduct the research and analyze the data. The findings reveal that brands utilize six techniques of persuasion in their advertisements; they are Rationalization, Identification, Suggestion, Conformity, Compensation, and Displacement, with Suggestion being the most widely used technique. In addition, all three modes of persuasion Logos, Ethos, and Pathos, are implemented by the advertisers. Moreover, the results indicate that American brands do not use the same techniques and modes of persuasion in their advertisements based on their sectors. Finally, a comparison between big brands and small brands shows that both types of brands utilize almost the same techniques of persuasion and they both use the same modes of persuasion.
Description
66p. : Ill. en coul. ; (+CD-Rom)
Keywords
Advertisements, American Brands, nstagram, Modes, Persuasion, Sectors Techniques
Citation
Language and Communication