Retorisk analyse av reklame

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RETORISK ANALYSE AV REKLAME
Retorisk analyse av statiske tekster i samspill

DEN RETORISKE SITUASJONEN
KAIROS
• Hvem er avsender?
• I hvilken sammenheng er teksten publisert?
• Bakgrunnen for publiseringen kalles for den retoriske situasjonen
• Kairos handler om det helt konkrete øyeblikket da det er nødvendig å få
ut et budskap raskt

SENDERENS ETOS
• Senderens troverdighet
• Hva vet vi om avsender?
• Hvilke inntrykk har vi av selskapet eller organisasjonen?

TEKSTENS INNHOLD OG OPPBYGGING
• Tekstens innholdselementer (inventio)
• Tekstens oppbygging (dispositio)
• Tre hovedprinsipper:
• 1) Horisontal oppbygging (elementer plassert ved siden av hverandre)
• 2) Vertikal oppbygging (elementer plassert under hverandre)
• 3) Sentrert oppbygging (elementene i sentrum er de viktigste, mens de i
ytterkant er mindre betydningsfulle)

BLIKKFANG
• Hva er det som vekker interesse?
• Kan være et slående bilde, en pirrende tittel eller et originalt design

KONTRASTERING
• Farge
• Lys
• Form
• Ulike teksttyper

GRUPPERING
• Elementer kan grupperes for å markere hvilke som hører sammen
• Farger og skrifttyper
• Fysisk nærhet (nærhet og avstand markerer hva som hører sammen)
• Rammer (innramming samler elementer innenfor samme kategori)

STILNIVÅ
ELOCUTIO
• Informativ stil
• Appellativ språkbruk
• Hvilke spesifikke språkgrep benyttes?

TEKSTENS APPELLFORM
• Hvilken appellform har senderen valgt?
• Overbevise gjennom saklig argumentasjon (logos)
• Vekke følelser (patos)

VURDERING AV TEKSTEN
• Vurder hvordan du mener de ulike delene av teksten fungerer sammen
• Oppnår senderen det han ønsker med en slik kommunikasjonsform?
• Er layout, teksttyper og retoriske virkemidler tilpasset budskapet på en
hensiktsmessig måte?

RETORISK ANALYSE AV
SAMMENSATTE TEKSTER
1) Den retoriske situasjonen
2) Senderens etos
3) Tekstens innhold og oppbygging
4) Tekstens appellformer
5) Vurdering av teksten

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Retorisk analyse av reklame

1. RETORISK ANALYSE AV REKLAME Retorisk analyse av statiske tekster i samspill

2. DEN RETORISKE SITUASJONEN KAIROS • Hvem er avsender? • I hvilken sammenheng er teksten publisert? • Bakgrunnen for publiseringen kalles for den retoriske situasjonen • Kairos handler om det helt konkrete øyeblikket da det er nødvendig å få ut et budskap raskt

3. SENDERENS ETOS • Senderens troverdighet • Hva vet vi om avsender? • Hvilke inntrykk har vi av selskapet eller organisasjonen?

4. TEKSTENS INNHOLD OG OPPBYGGING • Tekstens innholdselementer (inventio) • Tekstens oppbygging (dispositio) • Tre hovedprinsipper: • 1) Horisontal oppbygging (elementer plassert ved siden av hverandre) • 2) Vertikal oppbygging (elementer plassert under hverandre) • 3) Sentrert oppbygging (elementene i sentrum er de viktigste, mens de i ytterkant er mindre betydningsfulle)

5. BLIKKFANG • Hva er det som vekker interesse? • Kan være et slående bilde, en pirrende tittel eller et originalt design

6. KONTRASTERING • Farge • Lys • Form • Ulike teksttyper

7. GRUPPERING • Elementer kan grupperes for å markere hvilke som hører sammen • Farger og skrifttyper • Fysisk nærhet (nærhet og avstand markerer hva som hører sammen) • Rammer (innramming samler elementer innenfor samme kategori)

8. STILNIVÅ ELOCUTIO • Informativ stil • Appellativ språkbruk • Hvilke spesifikke språkgrep benyttes?

9. TEKSTENS APPELLFORM • Hvilken appellform har senderen valgt? • Overbevise gjennom saklig argumentasjon (logos) • Vekke følelser (patos)

10. VURDERING AV TEKSTEN • Vurder hvordan du mener de ulike delene av teksten fungerer sammen • Oppnår senderen det han ønsker med en slik kommunikasjonsform? • Er layout, teksttyper og retoriske virkemidler tilpasset budskapet på en hensiktsmessig måte?

11. RETORISK ANALYSE AV SAMMENSATTE TEKSTER 1) Den retoriske situasjonen 2) Senderens etos 3) Tekstens innhold og oppbygging 4) Tekstens appellformer 5) Vurdering av teksten

Retorisk analyse av reklame

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