Öz
This
paper offers an evaluation of various defintions and taxonomies of visual
rhetoric figures in advertising, alias the persuasion industry. Following the
section that defines visual rhetoric becoming a legitimate research area in the
discipline of rhetoric. visual rhetoric approach in advertising has been evaluated.
In this context, researchers leading the contemporary theory of visual rhetoric
Kennedy (1982), Johns (1984), Durand (1987), McQuarrie ve Mick’s (1996) contributions
have been reviwed. Eventually, the model offered by Philips and McQuarrie
(2004) has been analyzed, which provides a comprehensive taxonomy of visual
rhetoric figures in advertising. The model classifies advertisements by their
form and content; and visual rhetoric figures by schemas and tropes. Each
visual rhetoric figure in the researchers highly cited model has been analyzed
via advertisements selected by purposive sampling method.
Anahtar Kelimeler
Visual rhetoric rhetoric figüre advertising advertising analysis
Kaynakça
- Ak A (2005) Retorik Figürleri, http://www.ege-edebiyat.org/modules.php?name=News&new_topic=3 (20 Şubat 2009).
- Aristoteles (2006) Retorik, Mehmet H. Doğan (çev), Yapı Kredi Yayınları, İstanbul.
- Caner F (2007) Retorik ve Basmakalıp Figürler, www.millifolklor.com/PdfViewer.aspx?Sayi=74&Sayfa=14, erişim tarihi: 20 Şubat 2009.
- Crompton P M ve McAlea R (2000) Rhetorical Devices in Television Advertising, J Cannon, R Warner, P O de Baubeta (eds), Advertising and Identitiy in Europe, Intellect Books, Bristol, 32-42.
- Durand J (1987) Rhetorical Devices in the Advertising Image, D J Umiker-Seebok (ed), Marketing and Semiotics: New Directions in the Study of Signs For Sale, Mouton de Gruyter, Berlin.
- Durgee J F (2003) Visual Rhetoric in New Product Design, Advances in Consumer Research, 30, 367-372.
- Forceville C (1998) Pictorial Metaphor in Advertising, Routledge, Londra.
- Foss, S K (2005) Theory of Visual Rhetoric, K Smith, S S Moriarty, G Barbatis, K Kenney (eds), Handbook of Visual Communication: Theory, Methods and Media, Lawrence Erlbaum Associates, New Jersey, 141-153.
- Gail T ve Eves A (1999) The Use of Rhetorical Devices in Advertising, Journal of Advertising Research, July-August, s. 39-43.
- Gronbeck B E (2003) Douglas Ehninger: Modernist Rhetorician and Master of Rules, Communication Studies, 54:1, 115-119.
- Kaplan S (2005) Visual Metaphors in Print Advertising for Fashion Products, K Smith, S S Moriarty, G Barbatis, K Kenney (eds), Handbook of Visual Communication: Theory, Methods and Media, Lawrence Erlbaum Associates, New Jersey, 167-179.
- Kenney K ve Scott L M (2003) A Review of the Visual Rhetoric Literature, R Batra ve L Scott (eds), Persuasive Imagery, Lawrence Erlbaum Associates Inc. Publishers, New Jersey, 17-57.
- Lakhani D (2005) Persuasion: the Art of Getting What You Want, John Wiley & Sons, New Jersey.
- McQuarrie E F ve Mick D G (1996) Figures of Visual Rhetoric in Advertising Language, Journal of Consumer Research, 22, 424-438.
- McQuarrie E F ve Mick D G (1999) Visual Rhetoric in Advertising: Text Interpretive, Experimental, and Reader-Response Analyses, Journal of Consumer Research, 26, 37-54.
- Mothersbaugh D L, Huhmann B A, Franke G R (2002) Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing, Journal of Consumer Research, 28:4, 589-602.
- Pollay R W (1977) The Importance, and the Problems, of Writing the History of Advertising, Journal of Advertising History, 1:1.
- Prince G (2010) Gerard Genette and the Pleasures of Poetics, Narrative, 18/1, 3-7.
Reklamcılıkta Görsel İknanın Kuramsallaştırılma Çabaları ve Philips ve McQuarrie'nin Reklamcılıkta Görsel Retorik Sınıflandırması Üzerinden Reklam Analizleri
Öz
Bu
çalışmada, ikna endüstrisi olarak anılan reklamcılık alanında kullanılan görsel
retorik figürler tanımlanmış ve bunları sınıflandıran yaklaşımları değerlendirilmiştir.
Antik ikna öğretilerine dayanan retorik çalışmaları içinde görsel retoriğin
meşru bir disiplin haline gelmesi sürecini aktaran bölümü takiben,
reklamcılıkta görsel retorik yaklaşımı açıklanmıştır. Bu bağlamda, görsel
retorik figürlerin çağdaş yaklaşımlarına öncülük eden Kennedy (1982), Johns
(1984), Durand (1987), McQuarrie ve Mick (1996) gibi araştırmacıların yaklaşımları
değerlendirilmiştir. Son olarak, reklamları biçim ve içerik; buna paralel
şekilde retorik figürleri şema ve trop ayrımı temelinde ele alarak reklamda
kullanılan görsel retorik figürlerin kapsamlı bir sınıflandırmasını sunan
Philips ve McQuarrie’nin (2004) modeli incelenmiştir. Yazarların, pek çok
araştırmaya kaynaklık etmiş bu modelinde yer alan görsel retorik figür
görünümleri, amaçlı örneklem yöntemiyle seçilen reklam metinlerinin analiziyle
detaylı bir biçimde açıklanmıştır.
Anahtar Kelimeler
Kaynakça
- Ak A (2005) Retorik Figürleri, http://www.ege-edebiyat.org/modules.php?name=News&new_topic=3 (20 Şubat 2009).
- Aristoteles (2006) Retorik, Mehmet H. Doğan (çev), Yapı Kredi Yayınları, İstanbul.
- Caner F (2007) Retorik ve Basmakalıp Figürler, www.millifolklor.com/PdfViewer.aspx?Sayi=74&Sayfa=14, erişim tarihi: 20 Şubat 2009.
- Crompton P M ve McAlea R (2000) Rhetorical Devices in Television Advertising, J Cannon, R Warner, P O de Baubeta (eds), Advertising and Identitiy in Europe, Intellect Books, Bristol, 32-42.
- Durand J (1987) Rhetorical Devices in the Advertising Image, D J Umiker-Seebok (ed), Marketing and Semiotics: New Directions in the Study of Signs For Sale, Mouton de Gruyter, Berlin.
- Durgee J F (2003) Visual Rhetoric in New Product Design, Advances in Consumer Research, 30, 367-372.
- Forceville C (1998) Pictorial Metaphor in Advertising, Routledge, Londra.
- Foss, S K (2005) Theory of Visual Rhetoric, K Smith, S S Moriarty, G Barbatis, K Kenney (eds), Handbook of Visual Communication: Theory, Methods and Media, Lawrence Erlbaum Associates, New Jersey, 141-153.
- Gail T ve Eves A (1999) The Use of Rhetorical Devices in Advertising, Journal of Advertising Research, July-August, s. 39-43.
- Gronbeck B E (2003) Douglas Ehninger: Modernist Rhetorician and Master of Rules, Communication Studies, 54:1, 115-119.
- Kaplan S (2005) Visual Metaphors in Print Advertising for Fashion Products, K Smith, S S Moriarty, G Barbatis, K Kenney (eds), Handbook of Visual Communication: Theory, Methods and Media, Lawrence Erlbaum Associates, New Jersey, 167-179.
- Kenney K ve Scott L M (2003) A Review of the Visual Rhetoric Literature, R Batra ve L Scott (eds), Persuasive Imagery, Lawrence Erlbaum Associates Inc. Publishers, New Jersey, 17-57.
- Lakhani D (2005) Persuasion: the Art of Getting What You Want, John Wiley & Sons, New Jersey.
- McQuarrie E F ve Mick D G (1996) Figures of Visual Rhetoric in Advertising Language, Journal of Consumer Research, 22, 424-438.
- McQuarrie E F ve Mick D G (1999) Visual Rhetoric in Advertising: Text Interpretive, Experimental, and Reader-Response Analyses, Journal of Consumer Research, 26, 37-54.
- Mothersbaugh D L, Huhmann B A, Franke G R (2002) Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing, Journal of Consumer Research, 28:4, 589-602.
- Pollay R W (1977) The Importance, and the Problems, of Writing the History of Advertising, Journal of Advertising History, 1:1.
- Prince G (2010) Gerard Genette and the Pleasures of Poetics, Narrative, 18/1, 3-7.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 11 Temmuz 2018 |
| Gönderilme Tarihi | 14 Nisan 2018 |
| Yayımlandığı Sayı | Yıl 2018 Cilt: 11 Sayı: 2 |
