Original paper
How consumers subvert advertising through rhetorical institutional work
Abstract
We consider consumer subversion of advertising by investigating social media activity in response to an advertisement aired by a global brand. We draw on Aristotle's rhetorical justification to show how consumers used logos (logical appeals), ethos (credibility or moral authority), pathos (emotion‐inducing), and kairos (opportunity) rhetoric to challenge and undermine this advertising. Our study provides greater understanding of the mechanisms...
Paper Details
Title
How consumers subvert advertising through rhetorical institutional work
Published Date
Nov 15, 2021
Journal
Volume
39
Issue
3
Pages
634 - 646