Heroes made here: an analysis of rhetoric devices in Les Mills advertising
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School of Business |
Master's thesis
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Date
2016
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Mcode
Degree programme
Corporate Communication
Language
en
Pages
71
Series
Abstract
The purpose of this study is to examine the types of rhetorical devices that are used to persuade consumers to attend Les Mills group fitness classes and prefer the brand over other standardized group fitness classes. The objective is not to identify different types of rhetoric devices that are being used, but to examine what is being done with these representations and how they might correlate with the current fitness discourse. As rhetoric devices can always be interpreted in various ways and arguments are bound to be subjected to the addressee’s individual evaluation, this study will also evaluate the possible counterarguments and criticism the constructed message may face. The methodology used is based on rhetorical analysis, which resides in the field of discourse analysis. In rhetorical discourse analysis, the processes of producing meanings are analyzed: how the meanings are constructed as convincing and desirable versions of reality and how the audience is persuaded to commit to those versions. As rhetorical discourse analysis is based on the interpretative nature of reality, there is no unambiguous way of knowing what sorts of attitudes an actor producing meanings has towards the reality. Therefore, the purpose of this study is not to find out what the proposed meaning of the advertisements is as such, but rather through the arguments that are being made for the subject. Although rhetorical analysis is often seen as a subordinate to discourse analysis, this study addresses discourse also as a tool of rhetoric. The prevalent fitness discourse is suggested to have so much importance that it in itself can be used as an underlying means for persuading audiences. Four common themes among rhetorical devices were identified: metaphors, quantification, categorization and narratives. These findings were then paired with the findings of Smith Maguire (2002) on recurring themes within the fitness industry discourse: the dilemma of exercise as hard work versus leisure, fitness as a lifestyle choice, fitness as a source for calculable rewards and motivational dilemma. It is suggested that metaphors are linked with the dilemma of viewing exercise as either work or leisure, whereas quantification attends both the motivational dilemma and considering fitness as a source for calculable rewards. Categorization addresses mostly the motivational dilemma and narratives are linked with viewing fitness as a lifestyle choice.Description
Thesis advisor
Pälli, PekkaKeywords
advertising, organizational communication, rhetoric, rhetorical discourse analysis, fitness industry