Blog 3

In the readings, "The Psychology of Rhetorical Images", author Charles Hill describes presence as the "extent to which an object or concept is foremost in the consciousness of the audience members"(28). Because of presence the rhetor's goal is to keep the image or object in the audience’s memory as long as possible. Furthermore, in keeping the presence a rhetor will have greater influence over the audience’s attitude and belief.  The trick is to figure out what exactly will enhance the presence for as large an audience as possible. Another goal is to have enough presence to overwhelm a conflicting or competing view and keep the audience focused on the rhetors view or belief.

Hill also states that the best way to increase presence is to actually have an image or physical object to solidify the presence. The use of affect transfer is very effective at not only swaying the audience but keeping the audience from leaving. According to Hill, affect transfer happens when “an emotional response from an unrelated object or event is transferred to the product being sold, simply by showing an image of the product, followed by an image of the emotional object or event, and repeating the procedure many times”(37).

The advertisement from Coke USA shows a happy couple seemingly having a nice casual time.The outfits the two are wearing appear to be underwear or pajamas.  Above them is the Coke USA title. The text implies that having a Coke will create happy memories and better ideas. The text also states that Coca-Cola is the audience’s favorite brand.

In researching Coke I found advertisements from other countries each with their own unique appeal. Not surprising, sex or happy memories are not part of the international advertisements. USA was the only Coke ad with images of a couple. The international ads focus on music and images that would draw in a different culture.

Obviously the Coke ad campaign uses sex and happiness as an emotional tool for affective transfer in America. Drink Coke and make happy memories! Cheers!!!

Works Cited:

Coca-Cola. Web. 13 Sep 2010. <http://www.coca-cola.com/index.jsp>.
Hill, Charles A. "The Psychology of Rhetoriacal Images." Defining Visual Rhetorics. Ed. Charles A. Hill  and  Marguerite Helmers. London: Lawrence Erlbaum Associates, 2004. 25-40.