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Vizualna argumentacija u oglašavanju


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Grgić, Sandra. (2016). Vizualna argumentacija u oglašavanju. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Phonetics. [mentor Kišiček, Gabrijela].

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The aim of this study was to establish the status and impact of visual argumentation in multimedia advertising and to determine the significance it may have for modern public persuasion. In order to examine how visual argumentation in advertising functions, i.e. how is it designed, what is it grounded in, and how much does it contribute to the persuasive goal, rhetorical and argument analysis were applied to chosen print and ambient ads. The results show that visual argumentation in ads is usually based on pathos and shaped as visual demonstration or visual metaphor that combined with the verbal component makes parallel or joint multimodal argument. They also show that the visual component of an ad is often the one that contains its argumentative content as well as its persuasive effect, which brings to the conclusion that visual argumentation greatly effects contemporary advertising and represents valuable and efficient tool of public persuasion.

Item Type: Diploma Thesis
Uncontrolled Keywords: visual argumentation, multimodal argument, visual rhetoric, public persuasion, print ads, ambient ads
Subjects: Phonetics
Departments: Department of Phonetics
Supervisor: Kišiček, Gabrijela
Date Deposited: 30 Nov 2016 10:01
Last Modified: 30 Nov 2016 10:01

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