ERIC Number: ED166701
Record Type: RIE
Publication Date: 1978
Reference Count: 0
Advertising and Student Rhetoric.
Stone, William B.
Rhetoric, the persuasive use of language to influence public thought and action, is experienced in advertising, and advertising can be used as a medium for teaching rhetoric. Advertising demonstrates both admirable and creative use of English and despicable corruption of both language and thought. Both aspects can be employed in teaching composition. In one course that used advertising as a basis for teaching composition, students were assigned six papers on advertising topics during a semester. The six topics were: explain why an ad is effective; discuss a poor ad; compare or contrast two ads on any basis; write a public service ad and explain why it is effective; argue that advertising is one of society's evils, that it ought to be controlled by the government, or that it benefits the consumer; and write on a controversial thesis regarding some aspect of advertising in the United States. Students learned about variety in diction, connotations, sentence structure, openings, use of detail, economy of expression, the sound of language, and persuasion through indirection. (TJ)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Conference on College Composition and Communication (29th, Denver, Colorado, March 30-April 1, 1978)