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- Title
Advertising communications and Japanese-style rhetoric.
- Authors
FUKUDA, Toshihiko
- Abstract
This paper will discuss rhetoric in advertising that is particular to Japan. Advertising is a paid communications activity intended to alter the attitudes people have towards consumption behavior, etc. through persuasion. While there are several conceivable approaches to researching persuasion, this paper will focus on rhetoric that has been researched in the West since the times of ancient Greece. Over time, advertising expression was perceived to exist within the talent and inspiration of individual creators, and as such was thought to be limitless in direction. However, according to research on rhetoric, effective patterns of advertising expression are in fact limited. Moreover, advertising expression in Japan incorporates distinctive rhetoric that differs from that employed in the West. This paper will seek to clarify the characteristics of such Japanese-style rhetoric through comparing advertising award-winning works from Japan and the United States.
- Subjects
JAPAN; RHETORIC research; ADVERTISING &; psychology; INTERPERSONAL communication; JAPANESE language
- Publication
Japanese Journal of Persuasion & Negotiation, 2012, Vol 4, p55
- ISSN
1883-4310
- Publication type
Article