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Enthymemes in magazine advertisements: An analysis of Oneida silverware ads from 1900 to 1990

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Date Issued:
2001
Summary:
Magazine advertisements use various techniques in order to entice consumers to buy a product. One of those techniques is the use of enthymemes. I analyze the rhetorical effect of enthymemes in a select number of Oneida ads beginning in 1900 and continuing through the 1990s. This chronological progression demonstrates the gradual development of what I term, an enthymematic magazine ad. In this type of advertisement, the headline and the image work together to evoke certain emotions in readers leaving them to complete the message by providing information that is well-known by the target audience. The added effort on the part of readers makes the ad memorable and in fact induces readers to persuade themselves of the possible benefits of the advertised product---in this case Oneida silverware.
Title: Enthymemes in magazine advertisements: An analysis of Oneida silverware ads from 1900 to 1990.
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Name(s): Mata, Estefany.
Florida Atlantic University, Degree grantor
Mulvaney, Becky, Thesis advisor
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Issuance: monographic
Date Issued: 2001
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 131 p.
Language(s): English
Summary: Magazine advertisements use various techniques in order to entice consumers to buy a product. One of those techniques is the use of enthymemes. I analyze the rhetorical effect of enthymemes in a select number of Oneida ads beginning in 1900 and continuing through the 1990s. This chronological progression demonstrates the gradual development of what I term, an enthymematic magazine ad. In this type of advertisement, the headline and the image work together to evoke certain emotions in readers leaving them to complete the message by providing information that is well-known by the target audience. The added effort on the part of readers makes the ad memorable and in fact induces readers to persuade themselves of the possible benefits of the advertised product---in this case Oneida silverware.
Identifier: 9780493218410 (isbn), 12797 (digitool), FADT12797 (IID), fau:9673 (fedora)
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): Dorothy F. Schmidt College of Arts and Letters
Thesis (M.A.)--Florida Atlantic University, 2001.
Subject(s): Enthymeme (Logic)
Advertising, Magazine
Silverware
Oneida, ltd
Held by: Florida Atlantic University Libraries
Persistent Link to This Record: http://purl.flvc.org/fcla/dt/12797
Sublocation: Digital Library
Use and Reproduction: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.