Rhetoric of Marketing

This chapter examines the rhetoric of marketing as a persuasive force that shapes consumer behavior, cultural norms, and self-perception. It outlines classical and contemporary rhetorical strategies, including ethos, pathos, logos, and Kairos, along with Cialdini’s persuasive principles, and it explores how marketers use storytelling, metaphor, and visual framing across various media. The chapter addresses ethical concerns, logical fallacies, and the emotional manipulation often present in promotional campaigns, especially in pharmaceutical and influencer marketing. Through case studies on looksmaxing, minimalism, and clean eating, it reveals how marketing messages influence what people buy and how they understand identity, health, and aspiration in contemporary life.