Ethical Dilemma in TV Ads: A Case Study of Selected Pakistani TV Ads within rhetorical traditions

  • Amjad Ali Islamia College Peshawar
  • Syed Shujaat Ali, Dr. Assistant Professor, Department of English, Kohat University of Science and Technology Kohat
  • Imran Ali Lecturer, Department of English, Kohat University of Science and Technology Kohat

Abstract

Advertising is an unavoidable reality in the modern consumerist world. The ambivalent nature of advertising has made it the subject of vibrant discussion among the marketing critics. But it is an undeniable fact that it has the sole objective of persuading the people to buy more products more often for more money. Pakistani TV commercials tread the same track and aim at influencing the consumers to the core for grabbing their hearts in order to get access to their wallets. In the quest for persuasion, these commercials make active use of rhetorical devices and logical fallacies. This paper examines some of the TV commercial ads within rhetorical tradition and attempts to show that advertising as a discourse is steeped in maximization of benefits of the stuff with a total disregard to any ethical consideration. The study makes a textual analysis of selected TV ads within rhetorical traditions. It concludes with logical, though not final, findings that ads coax the consumers with sneaky techniques and seductive images in order to attract their eyes. 


Key Words: Rhetoric, Ethics, TV ads, Logical Fallacies

References

Benett, A. & O’Reilly, A. (2010). Consumed. New York: Palgrave Macmillan.
Chu, Xing-Yu, Chang and Lee (2021). “Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation.” Journal of Marketing. Volume 85, issue 6.
Farrell, B. T. (1993). Norms of rhetorical culture. New Haven & London: Yale University Press.
Goshgarian, G. & Krueger, K. (2009). Dialogues: An argument rhetoric and reader.
New York: Pearson Longman.
Kilbourne, J. (1999). Can’t buy me love: How advertising changes the way we think and
feel. New York: Simon and Schuster.
O’Toole, J. (1981). The trouble with advertising. New York & London: Chelsea House.
Melnyk, V, Francois, M. &Valentyne (2022). “The Influence of Social Norms on Consumer Behavior: A Meta-Analysis.” Journal of Marketing. Volume 86, issue 3.
Packard, V. (1980). The hidden persuaders. Brooklyn, NY: Ig Publishing.
Zyman, S. (2002). The end of advertising as we know it. Hoboken, NJ: John Willey & Sons.
Published
2022-03-30
How to Cite
ALI, Amjad; ALI, Syed Shujaat; ALI, Imran. Ethical Dilemma in TV Ads: A Case Study of Selected Pakistani TV Ads within rhetorical traditions. University of Chitral Journal of Linguistics & Literature, [S.l.], v. 6, n. I, p. 212-222, mar. 2022. ISSN 2663-1512. Available at: <https://jll.uoch.edu.pk/index.php/journal10/article/view/380>. Date accessed: 12 aug. 2022. doi: https://doi.org/10.33195/jll.v6iI.380.