You can think of a speaker as an artist or craftsperson and ethos, pathos and logos as the framework upon which the artisan works. Hone your own knowledge of these rhetorical tools, and how to recognize and appreciate them in speeches you study.
Propaganda can be dangerous when it is used on an uninformed public: people are easily persuaded because they do not have counter-arguments to the information they are being given. You may think you are immune to propaganda – but living in a digital age does not always make it easier to detect the techniques involved. It requires a conscious effort to be critical, work on your media literacy, and to stay alert for argumentative fallacies.
Popular youth culture is often considered ‘cutting-edge’ or involves a form of expression that works in opposition to a mainstream culture as promoted by adults, corporations and schools. Therefore advertising that appeals to youth culture considers what young people believe to be cool and interesting so they can cultivate this growing market and its long-term brand loyalty.
In the advertising world, images of men and women are used to promote products of all kinds. You arguably might expect images of the body to be used in advertisements for, say, beauty products or cosmetics. But the bodies of men and women are used to sell a far wider range of items, from alcohol, to cars, to household appliances.
Images are part of the way we communicate and, through the Language and Literature course, it would be impossible to talk about how language operates in the world without considering the operations and impact of images. Many of the texts we encounter include images and some texts, such as road signs or paintings in an art gallery, might be made of images alone. Images are an integral part of most advertisement texts.
Despite what people say, advertisers know that language (and images) work at both the conscious and the unconscious level, and a person unaware of advertising’s claim on him or her is the person least well equipped to resist its insidious attack, no matter how forthright they may sound. An essential underpinning to the language and literature course is the aim for you to become media-literate.