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Proposal
Introduction/statement of topic:
Advertisements in the media are everywhere. We respond to them every day. What we may not know is the affect they have on us. Through my research I will demonstrate why advertisements affect us the way they do. My paper will include an ad campaign and examples of the images to explore the different reasons of how the ads are affecting us. The messages that advertisements create are meant to persuade people. People may not realize that these advertisements are actually creating their views by manipulating them as individuals. Society has taught us to be individuals and make our own decisions. However as advertisers create these advertisements; they are creating our beliefs as individuals. They produce this type of rhetoric to gain our acceptance for what is being advertised. I will examine the different techniques as well as rhetoric strategies in advertising and form it into a website to clearly display this information.
Discussion of importance:
While we may recognize the reasons why advertisers are persuading us, we may not realize that they are actually manipulating us and shaping our thoughts and beliefs. This is important to understand because we like to believe that we are our own individual in society. With ads persuading and manipulating us we may not have our own thoughts at all. People are exposed to advertisements every day. What people may not realize is the affect they have on them. Advertisers use specific techniques in order to achieve the amount of persuasion they need to reach their audience. Some audiences may be harder to persuade than others. I will examine the persuasion in advertising and the actual messages being conveyed by the images presented. With this type of analysis I will research the rhetoric that exists in the advertisement in aspect to how these messages manipulate and shape the audience members thoughts and beliefs.
Literature review:
There are many things in this world that shape our thoughts as individuals including advertisements. Advertisements are everywhere, from billboards to cell phones. Although some of us may be aware of how these advertisements try to persuade us what we may not be aware of is the manipulation that they cause. The first source by Dr. John Edlund “Ethos, Logos, Pathos: Three Ways to Persuade”, explore the three rhetoric strategies that are present in the images used in ads and the affect they have on the audience. I plan on including examples and definitions of these strategies in my paper. In David Knarr’s web article "Magazine Advertising-Trade Secrets” he describes how advertisers are aware of exactly what they are doing with their images and the reality behind these ideas. Knarr identifies the reasons why advertisers use images in their advertisements and how they are successful. He explains how the images are used while Edlund’s article explores the rhetoric strategies produced by these images. In order to fully understand the way people feel when viewing an advertisement, it is important to recognize the culture they are from because different cultures view things differently. This brings me to my third source by Bruce McComiskey, “Social-Process Rhetorical Inquiry: Cultural Studies Methodologies for Critical Writing about Advertisements”. McComiskey’s journal article contains ideas of cultural aspects as well as how the reader or audience is assumed to believe these images despite the falsities present. I would like to examine how different audiences may view the images in ads differently and the affect these images produce. These three sources combined will help me accomplish this examination.
The next few sources that I found include various concepts of the rhetoric involved in advertising. Such as Linda Scott’s, "Images in Advertising: The Need for a Theory of Visual Rhetoric”. Her work published in the journal of Consumer Research and argues how images in advertisements are part of a symbolic system. Scott includes studies that show the difference between various ads and how each image is viewed by a particular type of audience. I plan to explain and identify why advertisements are considered a form of rhetoric and this source will guide me towards the information I am pursuing. This brings me to my next source. "The Impact of Visual and Verbal Rhetoric in Advertising on Mental Imagery and Recall" by Nabil Mzoughi and Samar Abdelhak. This text is similar to Scott’s text including the concept of rhetoric in advertising. However this source also includes, how the imagery in these advertisements is recalled within the audience’s brain and how they are perceived. This will assist me, in a different area of my paper. This area will analyze how the audience is affected mentally by the images which they are not aware of.
Another source by Renee Shea is similar to John Edlund’s article. She examines how logos, pathos and ethos are established within the persuasion of advertisements. With the similarities involved in Shea’s work and Edlund’s work, I will be able to compare the information they contain about the rhetorical strategies that exist in advertising. The next source that I found is a book by Paul Messaris, Visual persuasion: the role of images in advertising. This book will benefit my research drastically because of the different studies and research that is included in it. Messaris examines not only the reasons why some images work and others do not but also the idea that images cannot make a solid claim as well as verbal language can. Although this may not be included in my paper it may be important to my research.
Plan for further research:
I have found many journal articles as well as scholarly works on images in advertising. I plan to look deeper into the subject and find even more about it. I then will review each source that I collected and choose the sources that I feel will not only support my claim that images in advertising persuade the reader more then they think and the rhetoric that is involved but will make my research more in-depth. This may include a contradiction to my claim. I have not come up with any sources that contradict yet, but there may be one that I find. I also would like to search different internet blogs and try to find a few on my topic to see if they include different examples that I can explore as well as add to my paper. Blogs would be interesting because they usually contain actual statements from people who are part of the audience that advertising affects. I would like to provide a claim that the images involved in advertising manipulate and shape an individual’s thoughts and beliefs. While researching I have found many advertisements and information on the affects that ads geared towards teens and children have. I may explore this topic more and include this in my paper.
Proposal
Introduction/statement of topic:
Advertisements in the media are everywhere. We respond to them every day. What we may not know is the affect they have on us. Through my research I will demonstrate why advertisements affect us the way they do. My paper will include an ad campaign and examples of the images to explore the different reasons of how the ads are affecting us. The messages that advertisements create are meant to persuade people. People may not realize that these advertisements are actually creating their views by manipulating them as individuals. Society has taught us to be individuals and make our own decisions. However as advertisers create these advertisements; they are creating our beliefs as individuals. They produce this type of rhetoric to gain our acceptance for what is being advertised. I will examine the different techniques as well as rhetoric strategies in advertising and form it into a website to clearly display this information.
Discussion of importance:
While we may recognize the reasons why advertisers are persuading us, we may not realize that they are actually manipulating us and shaping our thoughts and beliefs. This is important to understand because we like to believe that we are our own individual in society. With ads persuading and manipulating us we may not have our own thoughts at all. People are exposed to advertisements every day. What people may not realize is the affect they have on them. Advertisers use specific techniques in order to achieve the amount of persuasion they need to reach their audience. Some audiences may be harder to persuade than others. I will examine the persuasion in advertising and the actual messages being conveyed by the images presented. With this type of analysis I will research the rhetoric that exists in the advertisement in aspect to how these messages manipulate and shape the audience members thoughts and beliefs.
Literature review:
There are many things in this world that shape our thoughts as individuals including advertisements. Advertisements are everywhere, from billboards to cell phones. Although some of us may be aware of how these advertisements try to persuade us what we may not be aware of is the manipulation that they cause. The first source by Dr. John Edlund “Ethos, Logos, Pathos: Three Ways to Persuade”, explore the three rhetoric strategies that are present in the images used in ads and the affect they have on the audience. I plan on including examples and definitions of these strategies in my paper. In David Knarr’s web article "Magazine Advertising-Trade Secrets” he describes how advertisers are aware of exactly what they are doing with their images and the reality behind these ideas. Knarr identifies the reasons why advertisers use images in their advertisements and how they are successful. He explains how the images are used while Edlund’s article explores the rhetoric strategies produced by these images. In order to fully understand the way people feel when viewing an advertisement, it is important to recognize the culture they are from because different cultures view things differently. This brings me to my third source by Bruce McComiskey, “Social-Process Rhetorical Inquiry: Cultural Studies Methodologies for Critical Writing about Advertisements”. McComiskey’s journal article contains ideas of cultural aspects as well as how the reader or audience is assumed to believe these images despite the falsities present. I would like to examine how different audiences may view the images in ads differently and the affect these images produce. These three sources combined will help me accomplish this examination.
The next few sources that I found include various concepts of the rhetoric involved in advertising. Such as Linda Scott’s, "Images in Advertising: The Need for a Theory of Visual Rhetoric”. Her work published in the journal of Consumer Research and argues how images in advertisements are part of a symbolic system. Scott includes studies that show the difference between various ads and how each image is viewed by a particular type of audience. I plan to explain and identify why advertisements are considered a form of rhetoric and this source will guide me towards the information I am pursuing. This brings me to my next source. "The Impact of Visual and Verbal Rhetoric in Advertising on Mental Imagery and Recall" by Nabil Mzoughi and Samar Abdelhak. This text is similar to Scott’s text including the concept of rhetoric in advertising. However this source also includes, how the imagery in these advertisements is recalled within the audience’s brain and how they are perceived. This will assist me, in a different area of my paper. This area will analyze how the audience is affected mentally by the images which they are not aware of.
Another source by Renee Shea is similar to John Edlund’s article. She examines how logos, pathos and ethos are established within the persuasion of advertisements. With the similarities involved in Shea’s work and Edlund’s work, I will be able to compare the information they contain about the rhetorical strategies that exist in advertising. The next source that I found is a book by Paul Messaris, Visual persuasion: the role of images in advertising. This book will benefit my research drastically because of the different studies and research that is included in it. Messaris examines not only the reasons why some images work and others do not but also the idea that images cannot make a solid claim as well as verbal language can. Although this may not be included in my paper it may be important to my research.
Plan for further research:
I have found many journal articles as well as scholarly works on images in advertising. I plan to look deeper into the subject and find even more about it. I then will review each source that I collected and choose the sources that I feel will not only support my claim that images in advertising persuade the reader more then they think and the rhetoric that is involved but will make my research more in-depth. This may include a contradiction to my claim. I have not come up with any sources that contradict yet, but there may be one that I find. I also would like to search different internet blogs and try to find a few on my topic to see if they include different examples that I can explore as well as add to my paper. Blogs would be interesting because they usually contain actual statements from people who are part of the audience that advertising affects. I would like to provide a claim that the images involved in advertising manipulate and shape an individual’s thoughts and beliefs. While researching I have found many advertisements and information on the affects that ads geared towards teens and children have. I may explore this topic more and include this in my paper.