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The Allure of Disability : = A Rhetorical Analysis of Three Youtube™ Advertisements.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Allure of Disability :/
Reminder of title:	A Rhetorical Analysis of Three Youtube™ Advertisements.
Author:	Khan, Ilhaam.
Description:	1 online resource (118 pages)
Notes:	Source: Masters Abstracts International, Volume: 84-04.
Contained By:	Masters Abstracts International84-04.
Subject:	Design. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29356234click for full text (PQDT)
ISBN:	9798352603758

The Allure of Disability : = A Rhetorical Analysis of Three Youtube™ Advertisements.
Khan, Ilhaam.

The Allure of Disability :A Rhetorical Analysis of Three Youtube™ Advertisements. - 1 online resource (118 pages)

Source: Masters Abstracts International, Volume: 84-04.

Thesis (M.A.)--University of Johannesburg (South Africa), 2022.

Includes bibliographical references

I'm one of 650 million people that suffer from a disability. At the time of my diagnosis, I was a communication design student, which led me to question the seemingly simple design of the International Symbol of Access and how it fails to represent invisible disabilities. As my investigation deepened, I encountered the full range of disabilities represented in YouTube™ advertisements that promote well-established brands and utilise disability as a rhetorical device to gain empathy from viewers in order to promote commercial products and services. The purpose of my paper is a comparison of three YouTube™ advertisements created for Microsoft™ Xbox™, Consol™, and Toyota™, respectively.All three advertisements were created by reputable design agencies, and despite promoting three very different products and brand identities, all feature the disabled. In this study, I demonstrate how these advertisements make use of the rhetorical appeals of logos, ethos, pathos and kairos to strengthen the bonds between the viewer and the brand in digital advertising. The language of media is a rhetorical language, and when combined with Disability Studies, is useful to develop a better understanding of how visual arguments can impact perceptions of the disabled.I focus on the appeals, symbols, stigmas, and social meanings associated with disabilities and how they can lead to negative stereotyping. My findings reveal that the selected sample displays a spectrum of narratives, representing disability in three different ways, namely disability as tokenism, disability as representation and disability as endorsement.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798352603758Subjects--Topical Terms:

518875
Design.
Index Terms--Genre/Form:

542853
Electronic books.

The Allure of Disability : = A Rhetorical Analysis of Three Youtube™ Advertisements.
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245 1 4 $a The Allure of Disability : $b A Rhetorical Analysis of Three Youtube™ Advertisements.
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300 $a 1 online resource (118 pages)
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500 $a Source: Masters Abstracts International, Volume: 84-04.
500 $a Advisor: Groenewald, Lize.
502 $a Thesis (M.A.)--University of Johannesburg (South Africa), 2022.
504 $a Includes bibliographical references
520 $a I'm one of 650 million people that suffer from a disability. At the time of my diagnosis, I was a communication design student, which led me to question the seemingly simple design of the International Symbol of Access and how it fails to represent invisible disabilities. As my investigation deepened, I encountered the full range of disabilities represented in YouTube™ advertisements that promote well-established brands and utilise disability as a rhetorical device to gain empathy from viewers in order to promote commercial products and services. The purpose of my paper is a comparison of three YouTube™ advertisements created for Microsoft™ Xbox™, Consol™, and Toyota™, respectively.All three advertisements were created by reputable design agencies, and despite promoting three very different products and brand identities, all feature the disabled. In this study, I demonstrate how these advertisements make use of the rhetorical appeals of logos, ethos, pathos and kairos to strengthen the bonds between the viewer and the brand in digital advertising. The language of media is a rhetorical language, and when combined with Disability Studies, is useful to develop a better understanding of how visual arguments can impact perceptions of the disabled.I focus on the appeals, symbols, stigmas, and social meanings associated with disabilities and how they can lead to negative stereotyping. My findings reveal that the selected sample displays a spectrum of narratives, representing disability in three different ways, namely disability as tokenism, disability as representation and disability as endorsement.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2023
538 $a Mode of access: World Wide Web
650 4 $a Design. $3 518875
650 4 $a Oppression. $3 804002
650 4 $a Emotions. $3 524569
650 4 $a Mass communications. $3 3422380
650 4 $a Web studies. $3 2122754
655 7 $a Electronic books. $2 lcsh $3 542853
690 $a 0389
690 $a 0338
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690 $a 0646
710 2 $a ProQuest Information and Learning Co. $3 783688
710 2 $a University of Johannesburg (South Africa). $3 3555351
773 0 $t Masters Abstracts International $g 84-04.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29356234 $z click for full text (PQDT)