the article begins by explaining that although rhetoric has long been the primary form of persuasion. However, many forms of rhetoric have been said to be uninfluential, ineffective and overall uneventful in the world of advertising. It is the goal of this article to dispel this myth.
The majority of the article lists the various rhetoric techniques used in everyday advertising. The use of metaphors has been very popular in ads, and this is an example of an undercoded Trope. These are ads which aren't obvious at first, and lack closure. It is up to the reader to find the correct context of the metaphor in relation to the tagline of the advertisement.
More obvious and straightforward advertisements are known as overcoded slopes. These will use rhymes or other word play to captivate the reader. Other rhetorical terms such as repetition, substitution, reversal and destabilization are credited as being effective means for advertising.
Overall, I had a tough time understanding some of the article and to honest a some of the terms went over my head. I did understand the overall gist of what McQuarrie and Mick were trying to prove; that advertising and rhetoric are synonomous terms. The different techniques of persuasion used since ancient times can also be applied to advertising a band-aid for kids for example "say hello to your child's new bodyguards"... a metaphor for protection for your kid's bumps and bruises.
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