Abstract

The Changing Trends of Rhetorical Style in Magazine Advertisements 1993-2003

Yang,Woong (Full-time instructor, Dept. of Advertising & PR, Hanyang Cyber University)

Kim,Chung-hyun (Professor, Dept. of Advertising & PR, Sogang University)

Rhetorical advertising style is the way, method or manner expressed by rhetorical figures such as metaphor, simile or rhyme. A content analysis of rhetorical style in Korean magazine advertisements from 1993 to 2003 is reported. The result of analysis suggests that rhetorical figures were prevalent through the periods especially noted in visual figures. It also supports the trends of more layering of multiple figures and less explanation of figures over time, demonstrating the increase of layering and the decrease of anchoring. Specifically, it is clear and evident that the rhetorical style of advertising became more complicated and complex by employing more metaphor/simile relative to inflection and accentuation in Korean advertisements. The implication and possible explanations for these observed trends are considered and discussed. In addition, issues for future research also are suggested.

Key Words: rhetoric, Ad style, layering, anchoring, magazine advertisements