Reklam Afişlerinde İkna Stratejileri: Görsel Retorik Analizi
Persuasion Strategies in Advertising Posters: Visual Rhetoric Analysis

Summary/Abstract: This study aims to reveal how brands shape consumer perception by examining the visual rhetoric and persuasion strategies used in advertising posters. Conducted using qualitative research methods, the study applied descriptive analysis and selected five advertising posters belonging to Apple, Continental, Greenpeace, Coca-Cola, and WWF as samples. During the analysis process, the ways in which ethos, pathos, and logos strategies were structured in the posters and how they integrated with visual design elements such as colour, typography, and composition were evaluated. The findings show that advertising posters do not merely serve the purpose of promoting products but also produce psychological and ideological messages that shape consumer behaviour. The Apple poster emphasised minimalism and lifestyle discourse; the Continental poster highlighted safety and conscious choice; the Greenpeace and WWF posters focused on environmental awareness and moral responsibility; and the Coca-Cola poster featured themes of happiness and sharing. Furthermore, it was found that implicit techniques such as emotional manipulation, exaggerated promises, and idealised representations of life strengthened the persuasion process. In conclusion, the study reveals that visual rhetoric is a powerful communication tool in advertising and has the potential to influence consumer culture.

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