Rhetorical Situation: Recognizing Their Devices and Using Them Appropriately in Marketing
In marketing, rhetoric, the discipline of argumentation, focuses on both the message and the choice of the methods of persuasion that result in effectiveness. Most effective marketers understand it involves developing an understanding of a language and using it appropriately to influence how people view reality and their behavior. Unfortunately, the majority of the salespersons consider it to be an ancient artifact or a primitive entity. In the article “Backpacks vs. Briefcases: Steps toward Rhetorical Analysis,” Laura Carroll has analyzed several pieces of rhetoric. Moreover, the author has described how their different devices can be recognized and used. The main sections discussed by the author and which will be highlighted in this memo include exigency, audience, and constraints. Apart from informing the audience, advertisements are also intended to persuade them. Today, most ads twist the familiar through use of artful deviations that are based on rhetorical devices. Consequently, such advertisements have superior persuasion and result in a superior recall.
Summary-rhetorical Situation: Recognizing Their Devices and Using Them Appropriately in Marketing
Carroll analyzes the purpose of rhetoric and how it can be used to interpret the various situations that people encounter on a day-to-day basis. Additionally, the author has discussed ways in which people use rhetoric to arrive at informed decisions in their daily life. According to Carroll, her idea of rhetoric features prominently in people’s lives. Persuasion or discourse that we come across, irrespective of its form, entails rhetoric.
The author describes rhetoric as the art of effectively persuading a given audience using visuals, language, or in writing. Her idea is that it is important for one to understand rhetoric especially when he intends to arrive at informed conclusions in the midst of outside sources. She describes this as a rhetorical situation that consists of three main parts, namely exigency, constraints, and audience. According to the author, exigency addresses the condition or circumstance. She describes it as the intention being a given rhetoric. Usually, it is in response to something. On the other hand, the audience refers to the recipients of a specific rhetorical message. They could be either intended or unintended. Therefore, the audience part of a given rhetorical situation comprises of those that provide the required solution and hence provide an answer to exigency’s call. Usually, the audience will influence several things that include the choice of words used to put across the intended message as well as the means of conveying it. Finally, the author defines constraints as those factors that can interfere and limit effective communication or delivery of a discourse. They can vary from beliefs to interests or attitudes. Rhetorical Situation: Recognizing Their Devices and Using Them Appropriately in Marketing
The Carroll notes several appeals that can be used to influence the point of view of a given audience. They are pathos, ethos, and egos. Logos, which refers the argument for a reason, appeals to their intellectual side. Ethos appeals to ethics while pathos appeal to emotions. Carroll has also mentioned “rhetorical triangle”. It consists of three appeals namely the ethos, pathos, and egos. They are persuasive strategies that are used to create arguments. Additionally, affordances may be used to persuade a given audience. They entail such things as use of music or a specific color. The author’s conclusion is that individuals should understand the functioning of rhetoric. In return, this would enable them to ascertain more accurately and effectively the main intention and drive of a give persuasion.
Analysis-rhetorical Situation: Recognizing Their Devices and Using Them Appropriately in Marketing
In our department, the terms described and defined by Carroll could play a significant role in enhancing our marketing strategies. The main purpose of sales efforts is to persuade a given audience (Tom & Eves 2). Therefore, the rhetorical situation for our company consists of marketing instances. As Wellman notes, the social networking brought about by the internet has resulted in a new rhetorical situation (Wellman et al. 1). In a normal condition, our company would be aiming its messages at the audience. In today’s digital environment, however, numerous and consistent persuasive messages reach the audience every day.
The prevailing rhetorical situation consists of three different characteristics namely the constraints, the audience, and the exigency. In our company, exigency entails the need for marketing. On the other hand, the audiences consist of our targeted customers. These are those that will receive the messages contained in our adverts. Finally, constraints are likely to be present in form of the audience’s restrictions in receiving the intended message or our inability to convey the message to our targeted customers as intended.
When marketing our product to the customers, our adverts should appeal to their intellectual side. Good marketing is the one that persuades the hearts of customers (Tom & Eves 19). On the other hand, the emotional appeals could take different forms such as a humor, an image in form of a photograph, or an anecdote. With respect to ethos, our organization and the staff in our marketing department have to develop credibility. For instance, the visual rhetoric and the information presented should be accurate.
Moving Forward-rhetorical Situation: Recognizing Their Devices and Using Them Appropriately in Marketing
As Carroll points out that understanding rhetoric has the potential of making a person become more influential and powerful, the department’s salespersons could be in a position to greatly influence the company’s targeted clients if they correctly persuade them with logic, legitimacy, and emotion. The company’s advertisements should be appealing to the audiences’ pathos and emotions. To achieve, this focus should be given to the manner in which information is presented. Moreover, the knowledge presented here would be helpful to marketing staff in detecting any flaws or dishonesty in their adverts.
When using a given rhetoric, the salespersons should evaluate whether or not it solves the existing problem or realizes the intended goals. Of crucial concern are the appeals used. To be effective, they should be appropriate to an audience. Moreover, the message provided by the marketing staff should be carefully evaluated with respect to the specific information contained therein. Furthermore, any possible constraints should be identified and possible solutions proposed. Any possible manipulations by rhetoric should also be avoided since this can destroy the reputation of a company. Additionally, the salespersons should identify any possible negative effects that might result from their rhetoric to avoid causing any harmful damage to the company.
Conclusion-rhetorical Situation: Recognizing Their Devices and Using Them Appropriately in Marketing
In conclusion, the approach of intelligent use of rhetoric could serve as a powerful tool in improving the annual sales made by the company. The salespersons should use the beliefs and expectations that the targeted audiences have to their persuasive advantage. Moreover, they could target their emotion by changing their mood so as to desire the product offered by the company. Finally, they should focus on their character and image they project so that the audience can like and trust them. However, all these are proposals that have not been implemented in our company before. Consequently, all members are encouraged to make any contributions they have.
Carroll, Laura. “Backpacks vs. Briefcases: Steps toward Rhetorical Analysis.” Writing Space: Readings on writing. Parlor. 2011
Tom, Gail, and Anmarie Eves. “The use of rhetorical devices in advertising.” Journal of Advertising Research 39 (1999): 39-44.
Wellman, Barry, et al. “The social affordances of the Internet for networked individualism.” Journal of Computer‐Mediated Communication 8.3 (2003): 1-5.