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Duquesne University Duquesne Scholarship Collection Electronic Theses and Dissertations Fall 2007 Advertising as Epideictic Rhetoric and Its Implications for Ethical Communication Cem Zeytinoglu Follow this and additional works at: https://dsc.duq.edu/etd Recommended Citation Zeytinoglu, C. (2007). Advertising as Epideictic Rhetoric and Its Implications for Ethical Communication (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/1406 This Immediate Access is brought to you for free and open access by Duquesne Scholarship Collection. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Duquesne Scholarship Collection. For more information, please contact [email protected]. Advertising as Epideictic Rhetoric and Its Implications for Ethical Communication A Dissertation Presented to the Faculty of the Communication and Rhetorical Studies McAnulty College and Graduate School of Liberal Arts Duquesne University In partial fulfillment of the requirements for the degree of Doctor of Philosophy By Cem Zeytinoglu September 2007 Copyright by Cem Zeytinoglu 2007 iii Advertising as Epideictic Rhetoric and Its Implications for Ethical Communication By Cem Zeytinoglu September 2007 _____________________________________________________ APPROVED Richard Thames, Ph.D. Dissertation Director Associate Professor of Communication and Rhetorical Studies _____________________________________________________ APPROVED Calvin L. Troup, Ph.D. Reader Department of Communication and Rhetorical Studies Director of Ph.D. Program in Rhetoric _____________________________________________________ APPROVED Kathleen Glenister Roberts, Ph.D. Reader Department of Communication and Rhetorical Studies Director of Undergraduate Program _____________________________________________________ APPROVED Ronald C. Arnett, Ph. D, Chair Department of Communication and Rhetorical Studies _____________________________________________________ APPROVED Albert C. Labriola, Ph.D., Acting Dean McAnulty College and Graduate School of Liberal Arts iv Abstract Advertising as Epideictic Rhetoric and Its Implications for Ethical Communication By Cem Zeytinoglu September 2007 Dissertation Supervised by Richard Thames, Ph.D. In the ancient sense, epideictic rhetoric was considered as a simple opposition to pragmatic discourse, which predominantly was involved with public business. Public business refers to the matters of the polis and the political setting. On the other hand, epideictic does not address to the political or deliberative situations. It addresses the celebrative situations of a community or a society in which values are created and commemorated. Deliberative rhetoric asks audience to decide to take a course of action in a public/political business, whereas epideictic asks audience to observe about what is commendable in the speaker’s logos–that is speculation or contemplation (theoria). Therefore, audience is to form ideas in response to the discourse presented, not to make a ruling. Epideictic, in Ciceronian sense, also is a form of rhetoric that molds and encourages certain values, beliefs and presuppositions by which that society or culture lives and exists. It creates some fundamental grounds on which other forms of rhetoric may function. In this cultivation process, as a reinforcement discourse, it is possible to relate epideictic rhetoric to the ethical formation of one’s communicative action in a community. In understanding of one’s moral character and its relation to habituation and development of habits, epideictic appears to have a significant effect. Therefore, one may argue that advertising appears to have a similar function as epideictic rhetoric in democratic and capitalistic societies when investigated as the totality of the marketplace practices of commercial communication and its ethical implications. v To My Lovely Wife and Beautiful Daughter vi Acknowledgments I am grateful and indebted to many people in the accomplishment of this study. Writing my dissertation was the final phase of a long journey that started in my home country, Turkey, where I was first impressed and then convinced to be an academician through the guidance and teaching of my professors, especially Haluk Gürgen and Ali Atıf Bir. After arriving the U.S. as an international graduate student, I was lucky enough to have a very resourceful, insightful, and bright humanities scholar, Dr. Robert E. Frank, as an academic advisor who taught with his heart and eventually became a good friend. Through his teaching, I realized that I was deeply interested in the humanities and at his suggestion I decided to apply to Duquesne University for Ph.D. education. At Duquesne University, the department of Communication and Rhetorical Studies became a second home for me. I enjoyed every minute of my presence there for three years as a student and one year as a visiting professor when I achieved the honor and pleasure of being a colleague of my respected professors. I can never fully pay my debt to Dr. Ronald C. Arnett, who not only introduced me to the depths of communication philosophy and ethics, but also shaped my intellectual horizon with his knowledge of the essential and significant ideas that I will continue to have fidelity for all of my life. I also should thank him for all the wonderful opportunities that he created for me. Another person that I am infinitely indebted to is Dr. Calvin L. Troup whose guidance, teaching, calmness and faith in goodwill deeply affected me as a future scholar and college professor. I would consider myself happy in my future, if I only accomplish half of what he did for his students, assistants, and colleagues. He was always a good counsel and a great role model whose knowledge and deep insight in rhetorical theory constantly guided me. I cannot thank enough my dissertation advisor, Dr. Richard Thames, whose classes had become my favorites toward the end of my time at Duquesne. He not only vii introduced me to Kenneth Burke but also allowed me to see the connections between rhetorical, philosophical, historic, and aesthetic arguments in any given text. His insight, knowledge, understanding, and enthusiasm for Burke, in my opinion, are as unmatched as his patience, goodwill, and grace with his students. Because of his teaching and guidance, I find myself, as his student, now considering translating Burke into my native Turkish language. I always will remember his sense of humor and intellectual wit. I will probably end up just how he often describes himself: A poster child for the absent minded college professor! I gratefully thank Dr. Janie Harden Fritz whom I served as a TA in my first job at Duquesne. I was always impressed with her enthusiasm, energy and endless resourcefulness to help others intellectually and practically. I deeply thank Dr. Kathleen Glenister Roberts for her inspiring example, and guidance whose genius many times helped me as a Ph.D. candidate. I also would like to thank Dr. Michael Dillon, who I also served as an assistant when he was the director of the Public Speaking courses at Duquesne, for his illuminating knowledge and insight. I would like to thank Dr. Joseph Sora and Dr. Roy Joseph for their continuous willingness and support to share ideas, and to Dr. Robert Bellamy and Professor Margaret Patterson, for their constant encouragement when I was at Duquesne. I am deeply indebted to my friends who always provided support and were there for me in times of need. I would like to thank Loubna El-Abbadi for always being a good friend. I would like to thank Bryan Kampbell and Cory Williams for their friendship and the Shale’s nights where we shared ideas and conversed enthusiastically about everything we had discussed in our classes. I would like to thank Dr. Linda Schifino, who was always generous and kind as an intellectual moderator as well as a great host, and Kelley Crowley, for her kindness and openheartedness. I should like to extend thanks to Dr. James Cianciola for being an awesome friend during his years in Pittsburgh. I also would like to thank to Dr. John Prellwitz for our always humorous and enjoyable philosophical viii conversations on the ideas surrounding the questions in life, often ranging from trivial to crucial in a second. In addition, to all my friends who are in Turkey, for their unending support and love, I thank you all! I cannot express my indebtedness to my family well enough. I would like to thank my mom, for her patience and love. I thank my father whose undying memory still guides me to be virtuous enough to be worthy of the reputation of his character. I thank my lovely in-laws for their enduring support and poise. I thank my beautiful wife, Yildiz Dilbaz, whose love is the sun of my life and without whom I simply cease to be; and my daughter, Elif Su, who has brought a newer dimension to my life, for being the inspiration for all the things beautiful. ix Contents Abstract...........................................................................................................................................iv Dedication......................................................................................................................…………..v Acknowledgments......................................................................................................................…vi Chapter 1 The Dilemma of Genre: Advertising as Epideictic Rhetoric?………......................1 Introduction: The Embedded Nature of Advertising 1 Problem:

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