Figures of Rhetoric in Advertising Language
October 12, 2009
McQuarrie, Edward F. and Mick, David. “Figures of Rhetoric in Advertising Language.” The Journal Consumer Reasearch. 22 (1996); 424-438
McQuarrie and Mick’s article is a study of advertising in America from 1956-1994. This piece organizes and analyzes the theory of advertisement for each time period by combining a series of quantitative and qualitative graphs, tables, and charts of advertisement theory and rhetoric going on for that time period. Furthermore, article gathers the populous’ reaction to such advertisements and rhetoric. Both writers give a concise explanation of how advertisements in America have guided the interest of the general population.
Although this study has nothing to do with the graphic novel or comic books, it is a formidable study that explains how rhetoric in the media is a heavy influence on the population. The article helps to explain why looking at comic books and graphic novels as forms of rhetoric would be useful. McQuarrie and Mick offer real research that shows us how our minds are receptive to images and words in which see on a daily basis. I intend on using this article as a cross reference to explain why the graphic novel is an excellent medium to study rhetoric.
