Journal of Mass Communication & Journalism

The Canadian Culture, Rhetoric, and Magazine Advertising: Analysis of Persuasive Devices in Maclean's

Abstract

Mahmoud Eid

How the media reflect culture, and particularly how mass media advertising content represents culture, is an important concern in the era of globalization and transnational communication. Rhetoric is one of the powerful tools that have been widely used in communication practices around the world. This paper looks at the Canadian culture as an example of a culture reflected in the advertising content of magazines, in the context of rationalizing a modern style of communication power. The term “We Canadians”, as an example of a powerful communication mechanism, is examined here. Advertisements from Maclean’s, the most popular magazine in Canada, during November and December of 2009 and January of 2010 are rhetorically analyzed. The paper investigates how Maclean’s advertisements try to persuade readers to purchase products or services; i.e., how copywriters and artists use language and images in creating magazine advertisements that they believe will sell. One of the main ways that advertising influences is through allusions to universality, i.e., the term “We Canadians” ascribes to one unified notion of culture. The specific techniques to achieve this universalized view are rhetorical devices. The paper explores the rhetorical persuasive devices used in advertisements to investigate the influence of Canadian culture in the advertising process. Explored rhetorical persuasive devices are metaphoric language; metonymic language; verbal appeals; the herd mentality; keeping up with the Joneses; imitation of stars and celebrities; reward yourself; stimulate fantasy; oppositions; and images and visual phenomena.