Author Type

Graduate Student

Date of Award

2001

Document Type

Thesis

Publication Status

Version of Record

Submission Date

October 2026

Thesis/Dissertation Advisor [Chair]

Mulvaney, Becky

Abstract

Magazine advertisements use various techniques in order to entice consumers to buy a product. One of those techniques is the use of enthymemes. I analyze the rhetorical effect of enthymemes in a select number of Oneida ads beginning in 1900 and continuing through the 1990s. This chronological progression demonstrates the gradual development of what I term, an enthymematic magazine ad. In this type of advertisement, the headline and the image work together to evoke certain emotions in readers leaving them to complete the message by providing information that is well-known by the target audience. The added effort on the part of readers makes the ad memorable and in fact induces readers to persuade themselves of the possible benefits of the advertised product---in this case Oneida silverware.

Extent

131 p.

Comments

Dorothy F. Schmidt College of Arts and Letters|FAU Electronic Theses and Dissertations Collection|Thesis (M.A.)--Florida Atlantic University, 2001.|Dorothy F. Schmidt College of Arts and Letters

Identifier

FADT12797

Format

pdf

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