APPLIES TO ACADEMIC YEAR 2014/2015

ELE 3748 Market Rhetoric

Responsible for the course
Gerhard E Schjelderup

Department
Department of Innovation and Economic Organisation

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
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.

Reflection
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.

Prerequisites
No particular prerequisite knowledge is required.

Compulsory reading
Books:
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. Handelshøyskolen BI

Recommended reading
Books:
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