A LOOK AT ADVERTISEMENTS WITH CONSPICUOUS CONSUMPTION FROM A RHETORICAL PERSPECTIVE

Abstract

Nowadays, consumption, which has become an increasingly complex process, has gained a meaning far beyond simply meeting a need. As consumption has become a complex process, individuals’ need to show off has become an important material for advertising messages. Conspicuous consumption is also an important issue in terms of examining consumer behavior, and the given advertising messages and the imitation contained in conspicuous consumption are effectively conveyed to the target audience. This study focuses on luxury consumer product advertisements consumed for the purpose of showing off. In particular, in advertisements that offer individuals a lifestyle, the use of rhetorical elements is emphasized in order to increase the power of persuasion for a successful and effective advertising message and to ensure the ultimate goal of sales. The purpose of the study is to examine how rhetoric is positioned in luxury consumer product advertisements consumed for the purpose of showing off. Within the scope of the study, television advertisements that attract attention are primarily addressed, and in this context, five selected jewelry commercials are analyzed using the semiotic method. How conspicuous consumption is positioned in the commercials that are the subject of the analysis and what kind of rhetorical figures are used to increase the persuasion in question are examined, and the advertising messages are analyzed from a rhetorical perspective.