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The strategic use of rhetorical proofs in transformational advertising: A case study about SAS’ ‘We Are Travelers’
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Whether classifying an advertisement as informational, transformational or a mix of both comes down to the message strategy and for it to be successful it essentially needs to be persuasive. In order to persuade consumers one must turn to rhetorical theory (Phillips & McQuarrie, 2004). Surprisingly, there are few empirical studies about the use of the three persuasive proofs; ethos, pathos and logos, within advertising. Therefore, the authors believe that a better understanding of how transformational advertising can be stimulated through the strategic use of the three rhetorical proofs is worth pursuing. The empirical setting was a single case study built around the first ‘We Are Travelers’ (WAT) commercial made for SAS by the three advertising agencies: Åkestam Holst, &Co and Los & Co. In Stage 1 of the analysis the likelihood of transformational advertisement was assessed, in Stage 2 the WAT-commercial was analysed by means of a systematic content analysis and in Stage 3 eight expert interviews were conducted. The findings show that pathos dominated the advertisement, ethos was only used subtly and logos could not be seen by the audience at all. Logos, however, played a crucial element ‘behind the scenes’ and worked in synergy with ethos and pathos, which demonstrate what Aristotle (2014) calls the most efficient communication. The authors can thus conclude that the WATcommercial is classified as high transformational/low informational and the success of the WAT-commercial adds empirical evidence that indicate a commercial appealing to pathos can out-perform more rational-based campaigns (Binet & Field, 2007).

Place, publisher, year, edition, pages
2017. , 73 p.
Keyword [en]
SAS, We Are Travelers, advertising, transformational advertising, rhetoric, persuasion
National Category
Social Sciences Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-16968OAI: oai:DiVA.org:hkr-16968DiVA: diva2:1116034
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-06-28 Created: 2017-06-27 Last updated: 2017-06-28Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf