Covert and Overt Persuasion: A Rhetorical Analysis Approach to Advertising Language and Election Campaigns

Dawd, Karzan (2020) Covert and Overt Persuasion: A Rhetorical Analysis Approach to Advertising Language and Election Campaigns. Masters thesis, Koya University.

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The present study is an academic attempt to explore the status of persuasion, both overt and covert attempts; more precisely, it concentrates on identifying the rhetorical devices, persuasive techniques and strategies employed by politicians and advertisers. What is considered as a problem is the fact that most addressees are basically not aware of the way they are being persuaded by the persuader through utilizing linguistic elements. Hence, the current study aims at developing a taxonomy of rhetorical devices, functions, persuasive techniques and persuasive strategies employed by politicians and advertisers; exploring the functions of certain rhetorical devices in both election campaigns and advertising language; finding out whether politicians use more overt or covert persuasion method as compared to advertisers; identifying the persuasive techniques and persuasive strategies the politicians and advertisers employ. There are still some questions of direct relevance to the field to be answered, including: How politicians and advertisers try to persuade the voters and consumers? Which method is more common, covert or overt persuasion? Which category (the trope or the scheme) is of great help for the persuader to persuade the voters or consumers through covert persuasion? Is it possible for a rhetorical device to function as a covert persuasion device in one text but as an overt persuasion device in another? Therefore; in accordance with the study questions, it is hypothesized that politicians and advertisers seek to persuade the voters and the consumers through both covert and overt persuasion methods; covert persuasion is more common than overt persuasion; the trope category best functions within covert persuasion, and is of great help for the politicians and advertisers to persuade the addressees; certain rhetorical devices can serve both covert and overt persuasion in different texts. To verify the hypotheses and analyse the selected data, a broad-based model is adopted. Twenty samples are selected, ten for each political campaign speeches and advertisement texts. In addition, both qualitative and quantitative methods are employed in this study. This study concludes that election campaign speeches include more covert persuasion attempts than the overt ones, while some limited overt attempts could be perceived made by politicians in their speeches. In addition, it has been found that covert persuasion best functions within the trope category (mainly metaphor, allusion, irony, paradox and rhetorical question). The researcher has also found that in advertising language overt persuasion takes a stronger position compared to political speeches.

Item Type: Thesis (Masters)
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Subjects: P Language and Literature > P Philology. Linguistics
Divisions: Faculty of Humanities and Social Sciences > Department of English Language > M.Sc. Thesis
Depositing User: Mr. Rebwar Mohammed Jarjis
Date Deposited: 11 Sep 2023 08:52
Last Modified: 11 Sep 2023 08:52

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