Arthur Asa Berger's essential guide to undertaking applied or practical research in media studies is designed to provide introductory techniques that allow students to engage immediately in their own research projects. In so doing, students learn various ways of conducting communication research both in theory and practice. In response to suggestions from users of the First Edition, Berger has added new chapters in each of the following areas: experimentation, historical research, comparative research and participant observation.

Rhetorical Analysis: Magazine Advertisements

Rhetorical Analysis: Magazine Advertisements

Rhetorical analysis: Magazine advertisements

Rhetoric is conventionally defined as the study of persuasion. Aristotle wrote a book titled Rhetoric in which this definition appears:

Rhetoric may be defined as the faculty of observing in any given case the available means of persuasion. This is not the function of any other art. Every other art can instruct or persuade about its own particular subject-matter; for instance, medicine about what is healthy and unhealthy. … But rhetoric we look upon as the power of observing the means of persuasion on almost any subject presented to us. (Aristotle, 1941, p. 1329)

Rhetoricians typically analyze speech and written language, but the concept can also be extended to visual language; it is this expanded understanding of rhetoric that you ...

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