ELE 3748 Market Rhetoric


ELE 3748 Market Rhetoric

Responsible for the course
Gerhard E Schjelderup

Department of Innovation and Economic Organisation

According to study plan

ECTS Credits

Language of instruction

Rhetoric is the art of persuasion either through verbal or non-verbal means. In this course the students will undertake an in-depth study of various rhetorical effects for the purpose of building up a strong argumentation through arguments based on principles from a tradition that goes back more than two thousand years in time. Marketing rhetoric shifts the focus to the distinctive features of rhetoric used in connection with advertising and attitude campaigns across different media platforms such as newspapers, TV, social media and other media.

Learning outcome
Acquired knowledge
The student must be able to recognize a rhetorical text and what makes it rhetorical. Moreover, the student is to have knowledge of classical theory enabling him/her to analyse and apply rhetorical effects.

Acquired skills
On completion of the course the student is to be able to apply acquired knowledge to construct different messages adapted to different media.

The student is to develop an awareness of what persuasion is, and the ethical responsibility related to the use of rhetorical effects towards different groups that one wants to change.

No particular prerequisite knowledge is required.

Compulsory reading
Kjeldsen, Jens E. 2006. Retorikk i vår tid: En innføring i moderne retorisk teori. 2. utg. Spartacus

Collection of articles:
Gerhard Emil Schjelderup. 2013. Artikkelsamling til Markedsretorikk

Recommended reading
Corbett, Edward P.J., Robert J. Connors. 1999. Classical rhetoric for the modern student. 4th ed. Oxford University Press

Course outline

  • The background and origin of rhetoric
  • Definition of rhetoric
  • Persuasion versus conviction
  • The rhetorical situation Kairos vs. Chronos
  • Speaking styles
  • The rhetorical effects
  • The three main areas of rhetoric
  • Figures of thought (tropes) including the use of metaphors
  • The media range of advertising

Computer-based tools
No particular computer-based tools are used for this course.

Learning process and workload
The learning outcome is to be attained through a combination of lectures, classroom exercises and self-study. The students will have the opportunity of handing in a voluntary assignment for which they will receive individual feedback during the course.
Class participation
Preparation for classes
Exercises and group work
Home examination
Recommended total use of time

    A 72-hour take-home examination that counts 100% towards the grade that is to be completed individually or in groups of up to three students. The maximum length of the paper is 15 pages exclusive of attachments.

    Examination code(s)
    ELE 37481 Take-home examination counts 100% towards the grade for the course ELE 3748 Market Rhetoric, 7.5 credits.

    Examination support materials
    All support materials are allowed.

    Re-sit examination
    A re-sit examination is offered in connection with the next ordinary course.

    Additional information