TEACHING RHETORICS THROUGH LANGUAGES IN ADVERTISEMENTS

Abstract

Advertisements are persuasive communication (Maggie-Jo, 1994). The language used in advertisement is very carefully chosen to have special effects. The words will create images as well as information, and often there will be more than one meaning of some expressions. Duran (1987) says that rhetorical pattern also can be found in the illustration of advertisement. Corbett and Connors (1999) point out that advertisement is a form of deliberative rhetoric. Deliberative discourse is an attempt to change the attitude and actions of the audience or the readers in regard to a matter of public concern. In using deliberative rhetoric, the author is trying to persuade a person to take some future action and that the recommended action is either good in itself or something that will benefit the person. The research is aimed to reach several purposes: 1) observing the text of advertisement, in terms of its type of language, creative strategy, type of sign and its assessment 2) ensuring English teachers that rhetorical pattern also can be found in advertisement, so it can be used as literature source.