Šokiruojamosios reklamos retorika /

Bachelor’s final work theme – „Shocking advertisement rhetoric“. From virtual space were chosen and classified 70 shocking advertisements (45 of them – social and 25 – commercial). Advertising has been interpreted in various aspects: the aesthetic, legal, semantic. Analysis of these advertisements shows how the shock mechanisms are working in social and commercial advertisement, discussing verbal and visual interaction. Shocking advertisement investigated by interpretative, descriptive approach. Research work shows that shock in social and commercial advertising is different. Shocking social advertisement draw attention to moralize, trying to change the society behavior and the way of life. It shows the problems relevant to society: smoking (active / passive), violence against women and children, animal welfare, infectious diseases, child’s poverty, abortion. Social advertising text has “black” humor elements; in this kind of advertisement dominate informative, direct sentences, rhetorical questions and exclamation. Commercial advertisement often oversteps ethical and moral norms. Here we can see dominating blood, death, pornographic references and other nasty views. Commercial shocking advertisement text – minimal, psychological affecting, sometimes shows the brand. Visual ant text parity we can clearly see in social advertisement, but commercial advertisement is dominated by the image.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2012

Author dc:creator

• Aleksejeva, Viktorija,

Contributors dc:contributor

• Maskuliūnienė, Džuljeta

• hock advertisement ; visual advertisement ; verbal advertisement ; ethics in advertisement ; rhetoric’s of advertising.

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

lit

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD1955708&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:1955708