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Persuasive-Pervasive Technology: Rhetorical Strategies in Wearables Advertising

Persuasive-Pervasive Technology: Rhetorical Strategies in Wearables Advertising

Jason Tham
Copyright: © 2018 |Volume: 2 |Issue: 1 |Pages: 29
ISSN: 2573-2617|EISSN: 2573-2625|EISBN13: 9781522547372|DOI: 10.4018/IJSVR.2018010104
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MLA

Tham, Jason. "Persuasive-Pervasive Technology: Rhetorical Strategies in Wearables Advertising." IJSVR vol.2, no.1 2018: pp.44-72. http://doi.org/10.4018/IJSVR.2018010104

APA

Tham, J. (2018). Persuasive-Pervasive Technology: Rhetorical Strategies in Wearables Advertising. International Journal of Semiotics and Visual Rhetoric (IJSVR), 2(1), 44-72. http://doi.org/10.4018/IJSVR.2018010104

Chicago

Tham, Jason. "Persuasive-Pervasive Technology: Rhetorical Strategies in Wearables Advertising," International Journal of Semiotics and Visual Rhetoric (IJSVR) 2, no.1: 44-72. http://doi.org/10.4018/IJSVR.2018010104

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Abstract

This article positions wearables advertising within the realm of rhetoric and presents an analysis of rhetorical strategies employed by commercials that represent four wearable devices, namely Google Glass, Fitbit Charge, Apple Watch, and Microsoft HoloLens. Through a methodological framework built around visual analysis and visual rhetoric, the author presents a set of approaches that elucidate the specific rhetorical strategies of euphoria, empowerment, and enrichment of experience, which leads to a pervasive-persuasive construct of information centrism. The author then discusses the implications of such construct for the ideology of technology, particularly in industrial and pedagogical settings.

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