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J ILLIAN LEEDY
O C T O B E R 1 1 , 2 0 1 2
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
ReviewSubjectOverview
ReviewSubject
• 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
ReviewSubject
• 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
ReviewSubject
• 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
ReviewSubject
• 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
ReviewSubject
• 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
