The rhetoric of the brand advertising message and its role in community awareness | ||||
| International Design Journal | ||||
| Article 10, Volume 12, Issue 1 - Serial Number 44, January and February 2022, Page 111-118 PDF (1.49 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2022.210322 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Noha Hassan Ahmed | ||||
| Lecturer in Department of Advertising- Faculty of Applied Art – 6 October University- Egypt | ||||
| Abstract | ||||
| The success of global institutions and their continued success for successive decades is due to the brand that they have adopted and known by. Which is defined as the characteristics, advantages and added values of the product and represents a set of emotions and feelings provoked by the use or vision of the recipient of this product. The importance of the brand for these institutions is to create a strong relationship with the recipient. It has the power to influence his attitudes and behavior. Hence the social responsibility of the brand towards the "issue of the danger of using a mobile phone while driving" because of the serious danger it poses as car accidents while driving have become the biggest danger on the roads due to the use of mobile phones, especially social networking applications. Given the role that advertising contributes to developing the recipient’s visual culture and experience, which consequently affects his ability to deal with the various visual stimuli that surround him, the importance of interpreting the language of advertising through the eloquence of the advertising message to reach the maximum levels of effectiveness. Hence the importance of employing rhetorical formulas in advertising, which is an important step in revealing the semantic values raised by the advertising message, which has social and cultural dimensions. statement of the problem: The research problem can be formulated in the following questions: How can the brand contribute to the formation of the recipient's opinions and impressions regarding the “issue of the danger of using a mobile phone while driving”?How do rhetorical formulas contribute to formulating an advertising message with a social dimension?How does the rhetorical formation of the advertising message contribute to the formation of the recipient's opinions and impressions about the "issue of the danger of using a mobile phone while driving"? Objectives: The research aims to:Shedding light on the social responsibility of the brand and its role in raising awareness of the issue of the danger of using a mobile phone while driving.Shedding light on the importance of employing rhetorical formulas in advertising to attract the attention of the recipient to form his opinions and create positive impressions on the “issue of the danger of using a mobile phone while driving.” Methodology:The analytical descriptive approach: Through the theoretical framework and the analysis of some advertising models, the eloquence of the advertising message of institutions that adopt the idea of social responsibility towards the “issue of the danger of using a mobile phone while driving” becomes clear.Applied approach: to achieve research hypotheses by designing models for advertising posters that employ rhetorical formulas to raise awareness of the dangers of using a mobile phone while driving. Results:The role of the brand is no longer limited to its promotional function, but it has a role within the framework of social responsibility.The rhetoric plays an important role in trying to introduce new elements and create a different cultural and social environment to change the recipient's attitudes towards the "issue of the danger of using a mobile phone while driving."Employing rhetorical formulas in awareness advertisements contributes to creating positive impressions among the recipient regarding the “issue of the danger of using a mobile phone while driving”. | ||||
| Keywords | ||||
| Corporate Social Responsibility (CSR); Visual Rhetoric; Brand | ||||
| References | ||||
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