“Boom! You bought them.”

2021 ◽  
Vol 12 (4) ◽  
pp. 567-590
Author(s):  
Alireza Jalilifar ◽  
Soheil Saidian ◽  
Said Nazari
Keyword(s):  
Top Down ◽  
New Horizons ◽  
Persuasive Strategies ◽  
Emotional Appeal ◽  
Rhetorical Appeals

Abstract A review of advertisement studies shows that there has been little attempt to examine infomercials in terms of rhetorical appeals and persuasive strategies. Therefore, this study sought to contribute to the existing literature by exploring the persuasive elements of Apple infomercials through Aristotle’s modes of persuasion to reveal the most frequent persuasive language features and structures and to study how such elements were utilized to promote the products and services of the company. A top-down approach based on Aristotle’s modes of persuasion was adopted to identify the rhetorical appeals of logos, ethos and pathos as well as the promotional tokens and patterns in the text. The descriptive findings provided evidence to demonstrate that although all the rhetorical proofs were employed in the corpus, emotional appeal was the most dominant. The findings of this research open new horizons for further studies on infomercials in general and persuasive rhetoric in specific.

Persuasive and politeness strategies in cross-cultural letters of request in the Thai business context

2006 ◽  
Vol 16 (1) ◽  
pp. 103-146 ◽  
Author(s):  
Ora-Ong Chakorn
Keyword(s):  
Cross Cultural ◽  
Formal Context ◽  
Cultural Variation ◽  
Structural Representation ◽  
Text Linguistics ◽  
Business Context ◽  
Persuasive Strategies ◽  
Politeness Strategies ◽  
Rhetorical Appeals ◽  
Thai Business

This article sheds light on the rhetoric of cross-cultural letters of request in the Thai business context. The focus is on the contrastive analysis of 80 authentic letters of request written in English by Thai speakers and native English speakers. The corpus consists of 38 Thai (TH) letters, and 42 Non-Thai (NT) letters. The cross-cultural variation is investigated both quantitatively and qualitatively from the perspectives of contrastive text linguistics and pragmatic. The quantitative analysis explores the lengths of the TH and NT letters in relation to the distribution and position of requests. Contrastive text linguistics was used in this study to examine the rhetorical structures (e.g. structural representation) in letters of request and their linguistic realisations (e.g. linguistic features). From a pragmatic perspective, the analytical focus was on persuasive strategies (i.e. rhetorical appeals — logos, ethos, pathos), and politeness strategies, some of which are culture-bound. The overall investigation manifests the diversity in language use which distinguishes Thai-style business requests from western-style ones. What Hinds (1990) calls a quasi-inductive style of writing or delayed introduction of purpose is a unique hedging strategy found exclusively in the TH letters. The NT requests tend to be more direct, often involving a ‘baldly on record’ strategy. In contrast in a similarly formal context, the TH request letters typically use more negative politeness in that they include more indirect, deferential and self-effacing strategies. According to the Aristotelian concept of persuasive rhetoric, the TH letters generally use a combination of logos, ethos and pathos whereas the NT letters tend to predominantly use a strong logos. These three rhetorical appeals can be regarded as persuasive strategies; the findings reveal some culture-specific differences in the persuasive strategies used in TH and NT letters of request.

scholarly journals Istirātijiyāt Ibtikār Manhaj Ta`līm Al-Lugah Al-`Arabiyyah bi Jāmi`ah Sunan Gunung Djati Al-Islāmiyyah Al-Ḥukūmiyyah Bandung

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Heri Gunawan ◽  
Aep Saepurrohman ◽  
Agus Karim ◽  
Alfiyanti Nur Fadilah
Keyword(s):  
Top Down ◽  
Bottom Up ◽  
Persuasive Strategies ◽  
Power Strategies

Pendidikan berubah sebagai respon terhadap perubahan itu sendiri, maka kurikulum yang menjadi "kitab sucinya" pendidikan pun berubah pula. Perubahan kurikulum memang menjadi suatu keniscayaan, dan tidak bisa ditawar lagi. Perubahan tersebeut baik pada ide, konten, maupun proses agar kurikulum selalu aktual dan konstektual. Inovasi kurikulum adalah suatu perubahan kurikulum menuju ke arah yang lebih baik untuk mencapai tujuan dan mengatasi perubahan-perubahan yang terjadi. Tujuan penelitian adalah untuk mengetahui bagaimana strategi inovasi kurikulum Program Studi Pendidikan Bahasa Arab Fakultas Tarbiyah dan Keguruan UIN Sunan Gunung Djati Bandung. Sesuai dengan metode penelitian yang digunakan, maka teknik pengumpulan data dilakukan melalui kegiatan wawancara, observasi langsung, dan studi dokumentasi. Pelaksanaan inovasi kurikulum dilakukan dengna menerapkan model yakni top-down dan model bottom-up. Sedangkan strategi inovasi kurikulum dapat dilakukan melalui fasilitative strategies, reeducative strategies, persuasive strategies, dan power strategies. Para kurikulum perguruan tinggi berbasis Kerangka Kualifikasi Nasional Indonesia (KKNI), program sutid memiliki otoritas dalam melakukan inovasi kurikulum. Hal tersebut didasari dua hal, yaitu (1) program studi lebih mengetahui tentang potensi dan kebutuhannya, (2) program studi menjadi basis pengembangan ilmu yang sesuai dengan karakteristiknya.

scholarly journals RHETORICAL APPEALS OF SMARTPHONES ADVERTISEMENTS ON BILLBOARDS

2018 ◽  
Vol 14 (1) ◽  
Author(s):  
Dyta Deasy Angriani ◽  
Lince Sihombing ◽  
Didik Santoso
Keyword(s):  
Qualitative Research ◽  
Research Design ◽  
Analytical Tool ◽  
Sufficient Evidence ◽  
Qualitative Research Design ◽  
Persuasive Strategies ◽  
Language Style ◽  
Emotional Appeals ◽  
Rhetorical Appeals

This research deals with rhetorical appeals namely logical, emotional, & ethical appeal used in 10 smartphone advertisements from billboards such as Lenovo, Oppo, Evercoss, Advan, Samsung, iPhone, Asus, Vivo, Huawei, & i-Cherry. The analytical tool of this study is based on Ramage et al’s (2010) theory of rhetorical appeals. A qualitative research design is suitably used in this study to give in-depth description and result of analysis. The findings of the analysis about the rhetorical appeals in the smartphone advertisements are: 1) The rhetorical appeals that mostly used in the ten smartphone advertisements is logical appeal due to the total 67 characteristic strategies, whereas emotional appeals only used in 29 characteristic strategies, & ethical appeal which cannot be counted in numbers as it is about credibility which is something qualitative namely expertise, experience, & reputation; 2) The rhetorical appeals in the ten smartphone advertisements are actualized by including the characteristic strategies that tightly represented to each type of rhetorical appeals; 3) The reasons of the actualization of rhetorical appeals application in the smartphone advertisements are because logical appeal attempts to provide sufficient evidence from empirical sources and sound reasoning.Keywords: Advertisement; Language Style; Persuasive strategies; Rhetorical Appeals

Comparing English and Chinese persuasive strategies in Trade Fair invitations

2001 ◽  
Vol 2 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Yunxia Zhu
Keyword(s):  
Schema Theory ◽  
Cross Cultural ◽  
Trade Fair ◽  
Top Down ◽  
Persuasive Strategies ◽  
Genre Study

This paper aims to compare the persuasive strategies used by English and Chinese letters of invitation to trade fairs, from a sociocognitive perspective mainly based on genre study (Swales, 1990) and schema theory (Rumelhart, 1980). Cross-cultural persuasive strategies involving ethos, logos, and pathos are compared in a top-down process. In this approach, a corpus of forty letters of invitation (twenty in Chinese and twenty in English) was examined. It was found that although the English and Chinese letters share the ultimate goal of inviting the reader to the trade fair, they exhibit di¬erent preferences as to whether they appeal to emotion or to logic. The English invitations were found to appeal strongly to logic. The Chinese invitations, by contrast, tended to emphasize an appeal both to logic and to the emotions; the latter is characterized by a formal and respectful register.

Top-Down Processing and Visual Reorientation Illusions in a Virtual Reality Environment

2004 ◽  
Vol 63 (3) ◽  
pp. 143-149 ◽  
Author(s):  
Fred W. Mast ◽  
Charles M. Oman
Keyword(s):  
Virtual Reality ◽  
Visual Processing ◽  
Line Length ◽  
Perceptual Cues ◽  
Virtual Reality Environment ◽  
Top Down ◽  
Test Conditions ◽  
The Subject ◽  
Processing Mechanisms

The role of top-down processing on the horizontal-vertical line length illusion was examined by means of an ambiguous room with dual visual verticals. In one of the test conditions, the subjects were cued to one of the two verticals and were instructed to cognitively reassign the apparent vertical to the cued orientation. When they have mentally adjusted their perception, two lines in a plus sign configuration appeared and the subjects had to evaluate which line was longer. The results showed that the line length appeared longer when it was aligned with the direction of the vertical currently perceived by the subject. This study provides a demonstration that top-down processing influences lower level visual processing mechanisms. In another test condition, the subjects had all perceptual cues available and the influence was even stronger.

Functional Anatomy of Intensity Aspects of Attention

2003 ◽  
Vol 14 (3) ◽  
pp. 181-190 ◽  
Author(s):  
Walter Sturm
Keyword(s):  
Right Hemisphere ◽  
Functional Anatomy ◽  
Fmri Data ◽  
Functional Networks ◽  
Top Down ◽  
Stimulus Modality ◽  
Spatial Orienting ◽  
Phasic Alertness ◽  
Co Activation ◽  
Attention System

Abstract: Behavioral and PET/fMRI-data are presented to delineate the functional networks subserving alertness, sustained attention, and vigilance as different aspects of attention intensity. The data suggest that a mostly right-hemisphere frontal, parietal, thalamic, and brainstem network plays an important role in the regulation of attention intensity, irrespective of stimulus modality. Under conditions of phasic alertness there is less right frontal activation reflecting a diminished need for top-down regulation with phasic extrinsic stimulation. Furthermore, a high overlap between the functional networks for alerting and spatial orienting of attention is demonstrated. These findings support the hypothesis of a co-activation of the posterior attention system involved in spatial orienting by the anterior alerting network. Possible implications of these findings for the therapy of neglect are proposed.

Auswirkungen eines Aufmerksamkeitstrainings auf die aphasische Symptomatik bei Schlaganfallpatienten

2011 ◽  
Vol 22 (1) ◽  
pp. 21-32 ◽  
Author(s):  
Julia Graf ◽  
Hartwig Kulke ◽  
Christa Sous-Kulke ◽  
Wilfried Schupp ◽  
Stefan Lautenbacher
Keyword(s):  
Top Down

Aufmerksamkeit kann als Kontrollsystem neuronaler Aktivität verstanden werden, welches Neuroplastizität top-down modulieren hilft. Bisher wurde selten versucht, durch deren gezielte Förderung Funktionswiederherstellungen nach Hirnschädigung zu begünstigen. In vorliegender Studie wurde dies am Beispiel der Aphasie erprobt. 15 Schlaganfallpatienten erhielten ein dreiwöchiges Training der selektiven Aufmerksamkeit mit den PC-Programmen CogniPlus und „Konzentration“ bei fünf Sitzungen pro Woche zusätzlich zur Standardtherapie, 13 weitere bildeten eine Kontrollgruppe ohne Aufmerksamkeitstraining. Zur Effektivitätskontrolle dienten zwei Versionen des Untertests Go/Nogo (Testbatterie zur Aufmerksamkeitsprüfung) und die Kurze Aphasieprüfung. Nach dem Training manifestierte sich zwischen den Untersuchungsgruppen kein Unterschied in Aufmerksamkeits- und Sprachfunktionen; das zusätzliche Aufmerksamkeitstraining war also wirkungslos. Allerdings zeigten Patienten mit deutlichen Aufmerksamkeitsverbesserungen tendenziell weniger Aphasie-Symptome, was die Hypothese aufmerksamkeitsvermittelter Plastizitätsmodulation nach Hirnschädigung partiell stützt.

Aufmerksamkeitswechsel und Konzentration: Von den Funktionen zum Mechanismus

2001 ◽  
Vol 209 (1) ◽  
pp. 34-53 ◽  
Author(s):  
Rainer Bösel
Keyword(s):  
Top Down ◽  
Eeg Alpha

Zusammenfassung. Aufmerksamkeit wird sowohl als Selektivität in der bewußter Verarbeitung oder auch als selektive neuronale Aktivierung verstanden. Die neuronalen Strukturen, die Objektdiskrimination ermöglichen, erlauben eine Interaktion von datengetriebenen und endogenen top-down Prozessen, die zu einer selektiven Bereitstellung von Verarbeitungs-Ressourcen führen. Zielgerichtetes Verhalten erfordert manchmal einen Wechsel in der Ressourcen-Bereitstellung und eine Konzentration von mentaler Aktivität. Aufmerksamkeitswechsel kann als ein zweiphasiger Prozeß verstanden werden, der aus einer breiten Mobilisierung von Gedächtnis-Ressourcen besteht (angezeigt durch EEG-Theta), gefolgt von einer re-organisierenden Einengung neuronaler Aktivität (angezeigt durch langsames EEG-Alpha). Dieser Beitrag unterstützt die Annahme, daß die Analyse des gekoppelten Wechselspiels aus Mobilisierung und Konzentration in bestimmten Teilen der posterioren und anterioren Rindenregionen ein Schlüssel für das Verständnis von Aufmerksamkeitswechsel sein könnte.

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