Written Communication Apr 2007

Aristotelian Causal Analysis and Creativity in Copywriting: Toward a Rapprochement Between Rhetoric and Advertising

Charles Marsh University of Kansas

Abstract

Advertising may be the most pervasive form of modern rhetoric, yet the discipline is virtually absent in rhetorical studies. This article advocates a mutually beneficial rapprochement between the disciplines—both in academe and the workplace. Rhetoric, for example, could help address an enduring lacuna in advertising theory. Persuasive communicators since Aristotle have maintained that rhetoric begins with invention, the generation of compelling ideas. Studies of advertising creativity hold that invention begins with the gathering of facts to fuel an association of disparate ideas at the heart of creativity. However, studies of the fact-gathering heuristic in advertising fail to identify a systematic approach for product analysis. In hopes of advancing a rapprochement between rhetoric and advertising, this article demonstrates that Aristotelian causal analysis, long associated with rhetorical invention, can provide a systematic heuristic for product analysis. Rhetoricians can help advertisers strengthen a crucial element—the invention phase—of advertising copywriting.

Journal
Written Communication
Published
2007-04-01
DOI
10.1177/0741088306298811
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Open Access
Closed
Topics
classical rhetoric modern rhetorical theory rhetorical criticism
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Citation Context

Cited by in this index (2)

  1. Mogull et al. (2015)
    Pharmaceutical companies are writing the script for health consumerism
    Communication Design Quarterly
  2. Jones (2014)
    Unwriting Food Labels: Discursive Challenges in the Regulation of Package Claims
    Journal of Business and Technical Communication

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