Rhetoric is the art or study of persuasion. However, to fully understand that, we must first understand exactly what persuasion is. In its simplest sense, persuasion is, as stated by Aristotle, “an instrument for giving effectiveness to truth.” It is a form of communication intended to influence the decision making of others. According to Simons, there are three important aspects of persuasion that set it apart from other types of influence:
- An intent to persuade
- Communication
- The subject is ultimately invited to make their own choice
These three “rules of persuasion” really just mean that effective persuasion is conducted purposefully, and in a way that does not force someone’s hand, rather convinces them to make what they think is a decision in their best interest. These rules are important because they set persuasion apart from deception. While persuasion is based in truth, deception is not. Deception is passing off lies as fact in an attempt to influence a decision maker to choose against their best interest.
Pushing this distinction further, this means that that persuasion is not coercion, nor material incentives, and especially does not include the pressure to conform to a group. The previous characteristics do not ultimately allow for individuals to make their own conclusions, a distinguishing factor of persuasion. This is important in advertising as persuasion is a useful tool in acquiring new customers. However, there is a line between persuasion and deception in advertising that is not always as clear as one would think. There are rules in place to account for this, but they are not always effective.
Sonesson studies how a tool like persuasion is used in advertising and how both parties, the influencer and the influencee, effect the outcome. He does so by analyzing two different brands, Absolut and IKEA, a Vodka and furniture company, respectively. While both are Swedish brands, one uses persuasion to hide this, while the other uses it to embrace it.
In the “European City” campaign, Absolut uses imagery associated with different European cities, and therefore different discourses, to suggest similarity and connection in culture. Absolut successfully sheds any associations with Russia and Vodka, as well as with Sweden, and instead persuades viewers to associate the product and brand with their own heritage. An example of the “Absolut Rome” bottle can be seen below. The shape of the Vesa scooter, a symbol almost synonymous with Rome, is the same shape as the Absolut bottle, another very iconic symbol. In this picture, with no mentions of Sweden, Absolut is able to take on the culture of Rome.
The Swedish furniture brand IKEA was found to have done the exact opposite with their advertising campaign. Rather than hide their Swedish identity, they embrace it, kind of… While they find additional value in their Swedish roots, the image that they are conveying is not exactly accurate. They project a view of Sweden that most of the world holds to be true, but in reality and to all Swedes, is inaccurate. However, playing off of the idea that most people have of Sweden in their minds, IKEA emphasizes that their furniture is made in Sweden, unlike most other companies in the world can claim.
While these forms of advertising not representing something accurately, they can still be classified as persuasion because they are rooted in truths. Weather the truths come from a completely different geographic location or the minds of unaware people, they are still based in truth. Additionally, they are not concocted to try and get people to act against their best interests. Like it or not, this is still a very common theme in advertising today.
A recent example of persuasive advertising that is not represented in a totally accurate way is Blue Moon. This is a beer brewed by Blue Moon Brewing Co, a subsidiary of MillerCoors, a massive multinational brewing company. Blue Moon’s advertising tries to portray the beer as a craft beer when in reality, it is mass produced. This is an attempt to capitalize on the craft beer frenzy currently occurring in the United States. Someone actually attempted to sue them for this, however, a judge dismissed the case. An example of their persuasive advertising can be found in the video below.