scholarly journals THE HYBRID RHETORICAL ETHOS

2021 ◽  
Vol 21 (2) ◽  
pp. 197-209
Author(s):  
Samuel Mateus
Keyword(s):  
Persuasive Communication ◽  
Marketing Communication ◽  
Symbolic Interactionist ◽  
Media Communication ◽  
Rhetorical Traditions

Abstract There are three main schools for the study of the ethos: the pragmatic-discursive; the symbolic interactionist, and the rhetorical one. This paper aims to give an encompassing and fuller perspective on the rhetorical ethos that can be useful to the contemporary uses of the persuasive communication, including media communication such as advertising or marketing communication. Primarily, it outlines the conceptual employments ethos has suffered by through different subjects. Subsequently, it briefly enumerates the major rhetorical traditions; lastly, it postulates the rhetoric ethos as a hybrid notion that includes both a projected and an intended dimension. We hope this distinction allows us to better will envisage the persuasive communication further than the forum/agora and its several digital uses in the 21th century.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN OPPO BENGKULU “Studi Deskriptif TSPV dalam Berkomunikasi dengan Promotor OPPO Cabang Bengkulu”

2020 ◽  
Vol 7 (1) ◽  
pp. 34-42
Author(s):  
Putri Ning Rahayu
Keyword(s):  
Internal Communication ◽  
Communication Strategy ◽  
Persuasive Communication ◽  
Marketing Communication ◽  
Research Subjects ◽  
Marketing Process ◽  
Marketing Activities

Marketing Communication is a form of strategy intended to improve the quality of the company and the limited company's  goals. In addition, marketing communication activities are activities that are designed to create structured management and reach the quality of work in company. The research was conducted to find out how the Marketing Communication Strategy for marketing activities in the OPPO Bengkulu Company. The object of this study was carried out to study marketing strategies in marketing activities at the OPPO Bengkulu company. While the research subjects were the OPPO Bengkulu Company which was stationed in Bengkulu and chosen by this company because of its position as TSPV manager in the field of discussing and improving the quality of the company (promoter). The theory used in this research is the theory of Internal Communication according to Lawrence D. Brennan which supports two things, namely vertical and horizontal communication. The research  has revealed the marketing process itself by establishing a feed on activities as well as the marketing process. The results showed that team management and knowledge control were very important in increasing sales and customer satisfaction found in the case study. Based on the analysis, it is concluded that the marketing communication strategy of OPPO Bengkulu company uses the activities of the TSPV management team consisting of training products, follow-up, persuasive communication and impact management. Many marketing activities are supported by TSPV team activities towards promoters (employees) in increasing sales figures. Keywords : strategy, marketing communication, marketing activities.

scholarly journals Efektivitas Komunikasi Persuasif Pustakawan dan Komunikasi Pemasaran Perpustakaan Unimed terhadap Kepuasan Pengguna

2015 ◽  
Vol 7 (1) ◽  
pp. 107
Author(s):  
Tessa Simahate
Keyword(s):  
The State ◽  
Persuasive Communication ◽  
Library Services ◽  
Marketing Communication ◽  
State University ◽  
Purposive Sampling ◽  
Satisfaction Rate ◽  
Library Users

This research conducted in the State University of Medan, aims at under-standing : 1) the process of persuasive communication acted by librarian; 2) effectivity of marketing communication which is implemented by the library; 3) the library users satisfaction rate to the library services; 4) effectivity of persuasive communcation and marketing communcation to the user satis-faction. By using theory of marketing communication and theory of persua-sive communication, the fact findings being analyzed. The populatio of the research is all of registered members of the Unimed’s Library. Based on the adminstration data of the Library, its members amount 19,791. The sampel of the research number 392 of the population, which are selected by technique of purposive sampling. The result of the research represents that persuasive communication by librarian and marketing communication of Unimed’s Lib-rary positively impact to the users satisfaction of the Library.

scholarly journals Small Business Conformity with Quality Website Design Criteria in a Marketing Communication Context

10.28945/3852 ◽  
2017 ◽  
Vol 20 ◽  
pp. 195-214 ◽  
Author(s):  
Martine Robinson Beachboard
Keyword(s):  
Digital Marketing ◽  
Persuasive Communication ◽  
Future Research ◽  
Website Design ◽  
Marketing Communication ◽  
Advertising Agencies ◽  
Advertising Agency ◽  
Communication Services ◽  
The World ◽  
Communication Context

Aim/Purpose: Professional companies selling persuasive-communication services via the World Wide Web need to be exemplars of effective informing practices. Their credibility is at risk if their websites do not excel in marketing message and use of medium. Their unique brands need to be expressed through website technology and content, or they cannot compete successfully. Background: Compares marketing communication consultants’ websites with expert criteria. Methodology: Content analysis of 40 advertising agency websites. Contribution: Links an evaluation of advertising agency compliance with expert website criteria to established branding constructs. Findings: Most small advertising agencies could improve their brand reputations through better compliance with experts’ recommended website design and content criteria. Recommendations for Practitioners: A hierarchy of recommendations for practitioners is offered, addressing ease and importance. Impact on Society: Clarity and credibility of message and medium improve our ability to practice effective informing. Future Research: Explore online communications of specialized populations such as digital marketing experts.

Persuasive Effect of Figures of Speech in the English of Advertisements in the Ghanaian Press

2020 ◽  
Vol 10 (5) ◽  
pp. 492
Author(s):  
Bernard M. Nchindila ◽  
Richard T. Torto
Keyword(s):  
Figurative Language ◽  
Qualitative Content Analysis ◽  
Analytical Framework ◽  
Language Theory ◽  
Marketing Communication ◽  
Business Organizations ◽  
Media Communication ◽  
Figures Of Speech ◽  
Rhetorical Figures ◽  
Persuasive Effect

Little is known about persuasive effects of figures of speech in the English of advertisements in Ghanaian press. In the current study, we focused on this persuasive effect of figures of speech in the English employed in advertisements in newspapers in Ghana. Since advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion, it is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Therefore, language plays an indispensable role in the transmission of the message. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. The study reported about in this article was underpinned by the Conventional Figurative Language Theory, utilizing the qualitative content analysis approach as the analytical framework. The findings revealed that copywriters of the Ghanaian newspapers employed English figures of speech (tropes and rhetorical figures) in advertisements for persuasive effect.

Effects of the Binding Communication Paradigm on Attitudes

2012 ◽  
Vol 71 (4) ◽  
pp. 227-235 ◽  
Author(s):  
Fabienne Michelik ◽  
Fabien Girandola ◽  
Robert-Vincent Joule ◽  
Amandine Zbinden ◽  
Lionel Souchet
Keyword(s):  
Persuasive Communication ◽  
Favorable Attitude ◽  
Persuasive Message ◽  
Communication Paradigm ◽  
Communication Condition ◽  
Communication Approach

The binding communication approach is situated at the intersection of research on persuasive communication and commitment. Binding communication refers to the combination of a preparatory act involving commitment and a persuasive message. Two studies showed that differences in attitudes toward recycling (Study 1) or swimming (Study 2) are more likely to occur following a persuasive message combined with a preparatory act involving commitment (i.e., binding communication) as compared to either technique alone. Specifically, in Study 1 we observed a more favorable attitude toward recycling in the binding communication condition compared to the conditions involving only a preparatory act involving commitment or only a persuasive message. In Study 2, we replicated the results of Study 1 and examined the effect on attitudes of performing a preparatory act with a strong versus weak level of commitment when this was preceded versus not preceded by a persuasive message.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

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