REKLAMCILIKTA GÖRSEL İKNANIN KURAMSALLAŞTIRILMA ÇABALARI VE PHILLIPS VE MCQUARRIE’NİN REKLAMCILIKTA GÖRSEL RETORİK SINIFLANDIRMASI ÜZERİNDEN REKLAM ANALİZLERİ Ayşe Nil Kireçci*

Bu çalışmada, ikna endüstrisi olarak anılan reklamcılıkta kullanılan görsel ikna araçları;görsel retorik figürler tanımlanmış ve bunların çeşitli sınıflandırmaları kronolojik sıralamayagöre değerlendirilmiştir. Antik ikna öğretilerine dayanan retorik çalışmaları içindegörsel retoriğin meşru bir disiplin haline gelmesi sürecini aktaran bölümü takiben, reklamcılıktagörsel retorik yaklaşımı açıklanmıştır. Görsel retoriğin çağdaş teorisine öncülükeden Kennedy (1982), Johns (1984), Durand (1987), McQuarrie ve Mick (1996) gibiaraştırmacıların katkıları değerlendirilmiştir. Reklamlardaki görsel retorik figürleri sınıflandırmayıamaçlayan modellerin literatür taramasının ardından, bu konuda bütünselbir sınıflandırma sunan Phillips ve McQuarrie (2004) tarafından önerilen model analizedilmiştir. Araştırmacıların, reklamları biçim ve içerik; buna paralel şekilde retorik figürlerişema ve trop açısından sınıflandıran kılavuz niteliğindeki modelinde yer alan görselretorik figür görünümleri, amaçlı örneklem yöntemiyle seçilen reklam metinleri üzerindendetaylı bir biçimde açıklanmıştır.

EFFORTS TO THEORIZE VISUAL PERSUASION IN ADVERTISING AND AN ANALYSIS OF ADVERTISEMENTS BY PHILLIPS AND MCQUARRIE’S VISUAL RHETORIC TYPOLOGY IN ADVERTISING

In this paper, visual persuasion tools; visual rhetoric figures used in advertising alias the persuasion industry, have been defined and their various taxonomies have been evaluated according to chronological order. Following the section that defines visual rhetoric, becoming a legitimate research area in the discipline of rhetoric that dates back to ancient persuasion doctrines, visual rhetoric approach in advertising has been explained. Researchers leading the contemporary theory of visual rhetoric, such as Kennedy (1982), Johns (1984), Durand (1987), McQuarrie and Mick’s (1996) contributions have been evaluated. In the pursuit of the literature review of the models that aim to classify the visual rhetorical figures in advertisements, the model offered by Phillips and McQuarrie (2004), which provides a comprehensive taxonomy in this respect, has been analyzed. Appearances of visual rhetorical figures offered in researchers’ leading model that classifies advertisements according to form and content; and visual rhetorical figures by schemas and tropes, have been explained in detail via advertisements that have been selected by purposive sampling method

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