Date of Award

Spring 2019

Document Type

Poster Session

Department

English

Advisor

Jessica Ouellette PhD

Keywords

gambling, gambling addiction, affect, marketing, rhetoric, Maine

Abstract

Affect is a recent branch of rhetoric which is used to describe the immediate emotional occurrence which precedes cognition. Affect differs from the more understood pathos because affect is the unlabeled feeling experienced by one when reading or viewing certain images or texts. Whereas pathos is the emotional connection an author uses to connect the text with the audience--and is therefore drawn from personal knowledge and connections--affect has no particular draw and must then appeal to a much larger audience. In particular, affect is now being used as a marketing ploy in order to target and sell to a mass market rather than a traditional filtered and centered one. With this in mind, I will complete a rhetorical analysis of instant and online lottery tickets and the effect the rhetoric used in these has on gambling addiction in Maine. By looking at images and texts common to multiple versions of instant and online lottery tickets, I can use these commonalities to show how marketers use emotional and logical reactions in order to persuade.

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.