" " SPEECH designed to persuade" ( dicere ad persuadendum accommodate) : this is the basic definition for rhetoric ( and its synonym, " eloquence," ) given in Cicero himself, cites it as something taken for granted, as the first thing the student of rhetoric is taught. Three hundred years before him, Aristotle's Art of Rhetoric had similarly named "persuasion" as the essence and end of rhetoric, which he defined as " the faculty of discovering the persuasive means available in a given case." " - Burke, Kenneth, 1969, page 49.
The advertisement above had drawn my attention and persuaded me. Thus, I use it to make an analysis for rhetoric and persuasion.
Visual rhetoric is more or less the same as verbal rhetoric but in verbal rhetoric, it miss some of the component for example the images and symbols. As stated by Charles and Marguerite in their book " Defining Visual Rhetorics" , "...verbal expression of the argument is equivalent to the visual argument...verbal extraction leaves out completely the enormously evocative power of the visual imagery and symbolism of the actual visuals making up the ad." - Hill, Charles A. and Helmers, Marguerite H., 2004, page 50.
The rhetorical argument here is deductive.
Premises1: she used the perfume.
Premises 2: she is beautiful, exotic, attractive, seductive and untamed.
Premises 3: if I use the perfume as well I'l be like her too.
Conclusion: I should buy the perfume.
According to Stephanie and James in their book " Public Speaking: The Evolving Art", "...no one has to say anything in the ad- you know how to interpret those visual claims based on your social and cultural experiences. One key reason that visual claims work so well is the naturalistic enthymeme- audiences assume that unless there's evidence to the contrary, a camera captures a realistic and natural view of what they would see." - Coopman, Stephanie J. and Lull, James, 2009, page 395. Thus, I conclude all these by using visual enthymeme; the dark background and the red color contrast signifies exotic, the snake signifies the wildness, her face signifies beauty, and her pose and body language signifies the seductiveness.
The concept for the advertisement is 'hypnotic poison'. People will be hypnotize when they smell the perfume and then, automatically attracted to you (if you use it).
The proposition for this advertisement is the promise of beauty, attractiveness, seductiveness and wildness for the user.
Reference:
Burke, Kenneth. 1969. A Rhetoric Of Motives. Retrieved from: http://books.google.com/books?id=y44o7549eC8C&pg=PA49&dq=rhetoric+and+persuasion&hl=en&ei=-wuUTI2zMsercZC8kKQF&sa=X&oi=book_result&ct=result&resnum=2&ved=0CDAQ6AEwAQ#v=onepage&q=rhetoric%20and%20persuasion&f=false
Coopman, Stephanie J. and Lull, James. Public Speaking: The Evolving Art. Retrieved from: http://books.google.com/books?id=LUaXyJYUtOkC&pg=PT414&dq=Visual+enthymeme&hl=en&ei=KCaUTMKsFMmXcdLnjaQF&sa=X&oi=book_result&ct=result&resnum=10&ved=0CFcQ6AEwCQ#v=onepage&q=Visual%20enthymeme&f=false
Hill, Charles A. and Helmers, Marguerite H. 2004. 1st Edition. Defining Visual Rhetorics. Retrieved from: http://books.google.com/books?id=ZFzq3B1FRSgC&pg=PA50&dq=Visual+enthymeme&hl=en&ei=KCaUTMKsFMmXcdLnjaQF&sa=X&oi=book_result&ct=result&resnum=2&ved=0CCkQ6AEwAQ#v=onepage&q=Visual%20enthymeme&f=false
