Journal of Mass Communication & Journalism

Mahmoud Eid

Publications

• Research Article
  The Canadian Culture, Rhetoric, and Magazine Advertising: Analysis of Persuasive Devices in Maclean's
  Author(s): Mahmoud EidMahmoud Eid
  
  How the media reflect culture, and particularly how mass media advertising content represents culture, is an important concern in the era of globalization and transnational communication. Rhetoric is one of the powerful tools that have been widely used in communication practices around the world. This paper looks at the Canadian culture as an example of a culture reflected in the advertising content of magazines, in the context of rationalizing a modern style of communication power. The term “We Canadians”, as an example of a powerful communication mechanism, is examined here. Advertisements from Maclean’s, the most popular magazine in Canada, during November and December of 2009 and January of 2010 are rhetorically analyzed. The paper investigates how Maclean’s advertisements try to persuade readers to purchase products or services; i.e., how copywriters and a.. Read More»
  DOI: 10.4172/2165-7912.1000108

  Abstract PDF