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1. 1. The strategic use of rhetorical proofs in transformational advertising : A case study about SAS’ ‘We Are Travelers’

   University essay from Högskolan Kristianstad/Sektionen för hälsa och samhälle

   Author : Alexander Gårdemyr; Mads Kiholm; [2017]
   Keywords : SAS; We Are Travelers; advertising; transformational advertising; rhetoric; persuasion;

   Abstract : Whether classifying an advertisement as informational, transformational or a mix of both comes down to the message strategy and for it to be successful it essentially needs to be persuasive. In order to persuade consumers one must turn to rhetorical theory (Phillips & McQuarrie, 2004). READ MORE