The Visual rhetoric of multinational companies’ advertisements through their websites: an analytical study

Document Type : Original Article

Author

lecturer in Department of Electronic Media Faculty of Mass Media and Communication Technology (South Valley University)

Abstract

This study aimed to know how to use rhetorical forms (metaphor, allegory, Metonymy, pun ... etc) in ads. This study is based on descriptive studies that relied on the survey method to monitor and analyze eight advertisements rhetorically chosen from four multinational company websites: McDonald's, Nestlé, Beyti and Schweppes. The study used stylistic analysis to analyze the images, colors, backgrounds, words that represent the texts of the ads, and the general ideas presented in the ads. This is to achieve a visual impact on customers by arousing their interest and attracting their attention to advertisements presented through websites of multinational companies.
The results of the analysis revealed the ads designers 'proficiency in using many rhetorical forms such as metaphors, Metonymy, allegory, and similes in a way that attracts the attention of advertisers' followers across websites through advertising components such as images, backgrounds, colors, shapes, fonts, and texts to create a visual impact on ads followers.

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References

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