“Visual Rhetorical Figures in Advertising,”

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1.The following lecture, “Visual Rhetorical Figures in Advertising,” was given by Dr. Fabienne Bunzli, who at the time of the lecture was completing her Ph.D. at the University of St. Gallen in Switzerland.

Please listen to the first 10 minutes of the lecture. Then answer the following questions:

What are visual rhetorical figures?
At the 6:10 mark of the video, Dr. Bunzli compares two advertisements for Tide laundry detergent. How are the two ads different? Why, according to Dr. Bunzli, is the ad from the 1950s different from the ad from the 2000s? In other words, why have advertisers changed their strategies from the 1950s to the present?
Why are visual rhetorical figures effective in persuading an audience, according to Bunzli?
For this question, please provide an answer from your own experience and background knowledge.
In technical and business writing, are documents becoming more visual, with fewer words? If you think so, can you provide an example from the technical or business writing genres that show a trend toward the use of more visual figures and less text?

If you disagree, can you provide an example to show that text is still prominent?

Sample Solution

1. What are visual rhetorical figures?

Visual rhetorical figures are similar to literary devices, but they use visual elements like images, colors, shapes, and composition to convey a message or persuade an audience. They are essentially tools for crafting persuasive visuals in advertising, design, and other visual communication contexts.

2. Analyzing the Tide Ads:

Without access to the specific visuals, I can’t provide a detailed comparison. However, Dr. Bunzli likely highlights how the 1950s ad might be more product-focused, using literal images of clean clothes and housewives, while the 2000s ad might be more emotional, emphasizing lifestyle benefits, aspirations, or experiences associated with using the product. This shift could reflect a change in advertising strategies from focusing purely on product features to connecting with deeper desires and emotions of the audience.

3. Effectiveness of Visual Rhetorical Figures:

According to Bunzli, visual rhetorical figures are effective because:

  • They can bypass the conscious mind and tap into subconscious emotions and associations.
  • They can be more engaging and memorable than text alone.
  • They can create a sense of mystery or intrigue, prompting the viewer to think deeper about the message.

4. Visuals vs. Text in Technical and Business Writing:

The trend towards more visuals in technical and business writing is supported by several factors:

  • Increased digital consumption: People are accustomed to processing information visually through screens.
  • Attention spans are shrinking: Visuals can grab attention quickly and efficiently.
  • Complex information can be explained more clearly: Visuals can break down complex concepts into digestible chunks.

Examples:

  • Infographics: Used to present complex data in an engaging way.
  • Product diagrams: Used to illustrate technical features.
  • Charts and graphs: Used to show trends and comparisons.

However, text remains crucial for:

  • Providing detailed information and explanations.
  • Maintaining nuance and precision.
  • Allowing for deeper exploration of complex topics.

Examples:

  • White papers: Use text to explain technical concepts in detail.
  • Business proposals: Use text to argue for a specific course of action.
  • Legal documents: Use text to ensure accuracy and clarity.

Ultimately, the best approach is a balanced combination of visuals and text, depending on the specific purpose and audience.

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