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http://doi.org/10.33234/SSR.22.13
Gefilloyd L. De Castro
Zamboanga State College of Marine Sciences and Technology
decastro@zscmst.edu.ph
Sandralyn P. Martinez
Zamboanga State College of Marine Sciences and Technology
sandypartosamartinez@gmail.com
Abstract
Advertising is rooted in social discourse by means of its pervasive transmission within societies across the world, and rhetorical appeals have been shown to be evident and significant in various advertising. However, studies in this regard have not received much attention in the literature, especially in the Philippine context. As such, this study is conceptualized primarily to investigate the prevalent and different rhetorical appeals in picture advertising across selected Philippine bank advertising. The study found that the combination of ethos and logos is the most used rhetorical appeal. Among the five selected banks, only one showed to have used ethotic rhetorical appeal. A statistically significant difference in the rhetorical appeals or strategies employed in the picture advertising on Facebook across Philippine banks was determined. However, the Pearson correlation test revealed no significant relationship between the type of picture advertising and the rhetorical appeals employed. The findings of this study are consistent with other studies in that there is an embedded argument through the rhetorical appeals in the picture advertising of the selected Philippine bank, providing a vivid presence (evidentia), realism, and immediacy in perception, a difficult process to achieve with words only.
Keywords: Aristotle; advertising, bank, semiotics, rhetorical appeals, Philippines