| The ubiquity of visual images in advertising has prompted researchers to examine them from different perspectives. The most common methods of research for persuasive images are rhetoric and semiotics. In this thesis, I engage in interdisciplinary research designed to explore the rhetorical and semiological concepts which examine the power, the practice, and the techniques employed by advertisers in cross-cultural settings. I conduct case studies which focus on the advertisings of goods and services, such as cosmetic products, and also ideological expressions, such as anti-terrorism campaigns. An analysis of semiological and rhetorical patterns in different ad campaigns reveals the influence of Western rhetoric on Middle Eastern advertising and possibly the formation of a global rhetorical language. |
