‘Bad Ads’ and the Study of Rhetoric
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Bad ads are everywhere. They are intrusive, manipulative, and often dishonest. But what is the study of rhetoric for?
Rhetoric is the art of persuasion. It is the ability to convince an audience to adopt a particular position or action. Bad ads use all of the tools of rhetoric to create a powerful emotional response in the viewer. They use shock and awe to grab the viewer’s attention, they use fear to evoke a sense of vulnerability, and they use promises to hook the viewer into the ad.
Bad ads work because they tap into our emotions. They use our natural tendency to be drawn to things that are shocking, threatening, and suspenseful. They use our natural tendency to be persuaded by promises. And they use our natural tendency to be influenced by other people.
Bad ads are effective because they are manipulative. They use cognitive psychology to hook the viewer into the ad. They use cognitive neuroscience to create a sense of fear and vulnerability. And they use social psychology to manipulate the viewer’s social environment.
The study of rhetoric is important because it is the study of the ways that humans use language to influence the behavior of others. Bad ads are powerful tools for persuasion. And the study of rhetoric can help us to understand how they work and how to resist them.