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If an advertisement contains these three qualities of success, it is a successful advertisement. [8] Some examples include: Life, Liberty and the Pursuit of Happiness – Rights outlined in the U.S. Declaration of Independence; Liberté, égalité, fraternité [9] – The slogan of the French Republic predating 1790
Hyperbole (/ h aɪ ˈ p ɜːr b əl i / ⓘ; adj. hyperbolic / ˌ h aɪ p ər ˈ b ɒ l ɪ k / ⓘ) is the use of exaggeration as a rhetorical device or figure of speech. In rhetoric, it is also sometimes known as auxesis (literally 'growth'). In poetry and oratory, it emphasizes, evokes strong feelings, and creates strong impressions. As a ...
Loaded language [a] is rhetoric used to influence an audience by using words and phrases with strong connotations. This type of language is very often made vague to more effectively invoke an emotional response and/or exploit stereotypes.
In rhetoric, zeugma (/ ˈ zj uː ɡ m ə / ⓘ; from the Ancient Greek ζεῦγμα, zeûgma, lit. "a yoking together" [1]) and syllepsis (/ s ɪ ˈ l ɛ p s ɪ s /; from the Ancient Greek σύλληψις, sullēpsis, lit. "a taking together" [2]) are figures of speech in which a single phrase or word joins different parts of a sentence.
Rhetorical situation – a term made popular by Lloyd Bitzer; it describes the scenario that contains a speech act, including the considerations (purpose, audience, author/speaker, constraints to name a few) that play a role in how the act is produced and perceived by its audience; the counterargument regarding Bitzer's situation-rhetoric ...
Scholars of classical Western rhetoric have divided figures of speech into two main categories: schemes and tropes. Schemes (from the Greek schēma, 'form or shape') are figures of speech that change the ordinary or expected pattern of words. For example, the phrase, "John, my best friend" uses the scheme known as apposition.
In rhetoric, a rhetorical device, persuasive device, or stylistic device is a technique that an author or speaker uses to convey to the listener or reader a meaning with the goal of persuading them towards considering a topic from a perspective, using language designed to encourage or provoke an emotional display of a given perspective or action.
For example, this type of advertising is exemplified in large food brands such as Presidents Choice's "Eat Together" campaign (2017), and Coca-Cola's "Open-happiness" campaign (2009). One of the most well-known examples of pathos in advertising is the SPCA commercials with pictures of stray dogs with sad music.