JILLIAN LEEDY OCTOBER 11, 2012 Arguments and Persuasion in Print Advertisements

Subject Overview What?  Cigarettes When?  1930’s – 1970’s Where?  Magazines, newspapers, posters By whom?  Lucky Strike  Marlboro  Tareyton  Virginia Slims The big idea?  We’ll explore how the employment of effective visual & rhetorical techniques can promote & sell a harmful product on a widespread scale using:  Aristotle’s Rhetoric  Gestalt principles  Logical fallacies  Visual arguments & practices

Lucky Strike, 1936 Aristotle’s Rhetoric  Pathos:  Christmas season  Naughty vs. nice  Do good by buying them for someone  Ethos:  Santa  Spirit of giving

Lucky Strike, 1936 Visual Arguments  Depth  Foreshortening  Lines  Sharpness  “A Gift of Pleasure” heading  “Santa Claus” signature

Lucky Strike, 1936 Visual Arguments  Depth  Foreshortening  Lines  Sharpness  “A Gift of Pleasure” heading  “Santa Claus” signature

Lucky Strike, 1936 Visual Arguments (cont.)  Harmony/disharmony  Balance  Eyes scan in “Z” pattern

Lucky Strike, 1936 Visual Arguments (cont.)  Harmony/disharmony  Balance  Eyes scan in “Z” pattern

Lucky Strike, 1936 Gestalt Principle  Closure

Lucky Strike, 1936 Gestalt Principle  Closure

Marlboro, 1950 Aristotle’s Rhetoric  Pathos:  Innocence  Motherly appeal  Empathy  Ethos:  Baby’s perspective

Marlboro, 1950 Logical Fallacies  Begging the question  “Before you scold me”  Over-simplification  Will all of your problems go away?

Marlboro, 1950 Figures of Speech  Enthymeme  Correlation implying scolding your children & smoking  Pun

Marlboro, 1950 Visual Arguments  Eye-lines  Worrisome baby  Approving mother  Colors  Red-orange  Pink

Marlboro, 1950 Visual Arguments  Eye-lines  Worrisome baby  Approving mother  Colors  Red-orange  Pink

Tareyton, 1965 Aristotle’s Rhetoric  Pathos:  Fighting  Prideful emotions

Tareyton, 1965 Logical Fallacies  Sweeping generalization  All Tareyton smokers?  False dilemma  Where did the fights come from?  Slippery slope  What leads to fights?  Fine print  Any medical evidence?

Tareyton, 1965 Visual Arguments  Law of Simplicity  Symmetry

Tareyton, 1965 Visual Arguments  Law of Simplicity  Symmetry

Tareyton, 1965 Gestalt Principles  Similarity  Creates pattern  Group mentality  Proximity  Join their team

Virginia Slims, 1971 Aristotle’s Rhetoric  Pathos:  Gender quality  Empowerment  Women’s rights  Ethos:  Wonder Woman  Powerful, superhuman

Virginia Slims, 1971 Visual Arguments  “V” for victory  Typography  Stance  “V” shape on chest  Principle of Emergence  “W” within “V” shape  Law of Invariance  Gloves she’s wearing?

Virginia Slims, 1971 Visual Arguments  “V” for victory  Typography  Stance  “V” shape on chest  Principle of Emergence  “W” within “V” shape  Law of Invariance  Gloves she’s wearing?

Virginia Slims, 1971 Visual Arguments (cont.)  Grid formation  Rule of thirds

Virginia Slims, 1971 Visual Arguments (cont.)  Grid formation  Rule of thirds

Virginia Slims, 1971 Logical Fallacies  False dilemma  Women’s cigarettes vs. inferior men’s fat cigarettes  Hasty generalization  Women need their own cigarettes?  Bandwagon effect  Equivocation  Different meanings of “baby”

Virginia Slims, 1971 Gestalt Principle  Figure-ground  Texture of background  Stands defiant, challenges reader

What?  Cigarettes When?  1930’s – 1970’s Where?  Magazines, newspapers, posters By whom?  Lucky Strike  Marlboro  Tareyton  Virginia Slims The big idea?  We’ll explore how the employment of effective visual & rhetorical techniques can promote & sell a harmful product on a widespread scale using:  Aristotle’s Rhetoric  Gestalt principles  Logical fallacies  Visual arguments & practices Review SubjectOverview

Review Subject The big idea?  We’ll explore how the employment of effective visual & rhetorical techniques can promote & sell a harmful product on a widespread scale using:  Aristotle’s Rhetoric  Gestalt principles  Logical fallacies  Visual arguments & practices

Review Subject The big idea?  We’ll explore how the employment of effective visual & rhetorical techniques can promote & sell a harmful product on a widespread scale using:  Aristotle’s Rhetoric  Gestalt principles  Logical fallacies  Visual arguments & practices

Review Subject The big idea?  We’ll explore how the employment of effective visual & rhetorical techniques can promote & sell a harmful product on a widespread scale using:  Aristotle’s Rhetoric  Gestalt principles  Logical fallacies  Visual arguments & practices

Review Subject The big idea?  We’ll explore how the employment of effective visual & rhetorical techniques can promote & sell a harmful product on a widespread scale using:  Aristotle’s Rhetoric  Gestalt principles  Logical fallacies  Visual arguments & practices

Review Subject The big idea?  We’ll explore how the employment of effective visual & rhetorical techniques can promote & sell a harmful product on a widespread scale using:  Aristotle’s Rhetoric  Gestalt principles  Logical fallacies  Visual arguments & practices Thanks for listening