Reading: The Rhetoric of Advertising

Read the article carefully. Then, answer the questions.

[1] Have you ever caught yourself drawn to a product on the shelf while walking through the supermarket or grocery store? That effect is not magic; it's the power of persuasion at work! Indeed, the countless ads we are exposed to daily whether on billboards, television, social media, or the internet are not innocent and simple commercials; they are meticulously coded messages, designed by teams of marketing specialists to trigger our desires and persuade us that we "need" whatever product is being advertised. As the American actor Will Roger said, "Advertising is the art of convincing people to spend money they don't have for something they don't need." However, advertising's powerful persuasion is not about coercion. Rather, it's about subtle techniques that tap into our subconscious and push us towards that "buy" button.

[2] The advertising industry uses images, along with other rhetorical and persuasive techniques, to tell us that to be happy, we need this or that product in our lives. This technique is known as association. Essentially, the advertising industry uses emotions, like happiness and success, to link their products to a desirable lifestyle. Eventually, we assume that to be successful or happy, we must buy the product or brand or we must wear the same designer label as the beautiful, successful people in the advertisement. For example, Coca-Cola ads often portray the drink as central to fun and social gatherings. This conditioning creates a strong association – when we feel festive, we crave Coca-Cola. Another technique used in ads is known as the Bandwagon Effect. This often involves using images of large crowds or individuals enjoying the product to create a sense of social pressure, leaving you feeling excluded and left out.

[3] Advertising companies also often use a technique known as celebrity endorsement to promote a certain product. For example, Christiano Ronaldo is associated with products like Clear, Timothee Chalamet with Channel fragrance Blue, Robert Pattinson with Dior, and Lionel Messi with products like Adidas, Bitget, and Budweiser. This makes consumers transfer admiration and respect for the celebrity to the product itself. A technique that is similar to celebrity endorsement is the use of what is termed social proof or testimonials. Commercials of cleaning products usually bring on a woman, whom the viewer can relate to, to tell you that she uses the product and that she likes it, leading you to trust her testimony and; therefore, trust the product. This technique is heavily used because advertisers know we love stories and that our behaviours can be greatly shaped by listening to other people’s experiences. Both techniques belong to a larger persuasive method known as appeal to emotion, as they manipulate the viewers’ emotions and prevent them from making informed decisions, which is the very definition of advertising.

[4] Another technique used to produce a sense of credibility is known as appeal to authority. This one can be quite convincing even if it is based on false information. Often, ads show you a doctor in a lab coat or an expert with hands-on knowledge endorsing the product, usually referring to science and research. This is meant to create a sense of trust and confidence in the viewer. This technique is often used to promote weight loss supplements, toothpaste, or fitness programs.

[5] Appeal to nature is another powerful persuasion technique used in advertising. Ads often tell you that a certain product is good for you because it is natural and organic. This is not only done through short and catchy phrases like 100% natural, plant-based, or pastor-raised; images involving nature, green colours, or fresh fruits are often used for greater influence. For example, an ad for a juice product often shows you images of fresh fruits overflowing on a rustic wooden table with sunlight streaming through the background. These elements of nature give you the feeling that the product is healthy and nutritious, which is not always true, as most of these products may often contain harmful food additives and copious amounts of sugar.

[6] In conclusion, the persuasive tactics used by advertising companies are not designed to simply grab our attention, research shows that they can cloud our judgment, undermine our capacity for critical thinking, and eventually, lead us to make impulsive decisions rather than well-informed purchases and shopping habits. Not only that, these ads damage people’s self-esteem and body image as they typically portray luxurious lifestyles and idealistic beauty ideals. The damage of ads becomes greater once you consider their environmental implications. As our shopping craze spikes, we are likely to produce more waste, and develop unhealthy and unsustainable lifestyles.

GLOSSARY:

Persuasion: act of convincing someone to do something

Coercion: compulsion; use of force

Brand: a particular name of a product of a famous company

Festive: celebratory

Testimonial: formal evidence given by someone

Credibility: can be believed in and trusted

Pastor-raised: raised on a farm

Self-esteem: self-confidence

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