Rhetorical figures in food advertising: Implied claims and policy challenges

This thesis is an investigation of the use of rhetorical figures within advertisements to deliver an influential message, given that rhetorical figures can increase consumer's elaboration and cognitive processing.;By utilizing semiotics as a methodology, our study focuses on rhetoric within Canadian and U.S. food ads. We examine the use of rhetorical figures for the marketing communication of genetically modified organisms; sustainability and organic claims; and the obesity epidemic. We also look at food advertising for fast food, fruit beverages, and condiments. The analyses specifically illustrates how food ads utilizing rhetorical figures can potentially mislead or deceive consumers. Policy implications are discussed.;In particular, advertisements for controversial products may utilize rhetorical figures to imply an opinion that could cause serious dispute or potential legal ramifications if directly stated in words. Visual rhetorical figures may be particularly useful for conveying meanings in ads that could not be stated flat out.