Applied Rhetoric & Public Culture

The study of rhetoric allows the consumers of messages to think critically about why messages are being sent and what intentions the messages send. A person's "understanding of how messages work will be greatly enhanced if you apply yourself to the intense study of how and why human communication works through messages" (The Power of Messages). It is important for people to take a step back, and acknowledge the different effects various messages have. 

For example, the coke company often manages to employ different props that to assist in selling coke products. The rhetorical aspect this specific diet coke commercial implies that if you drink diet coke, you will have as much fun as the people in the commercial. The setting on the commercial allow suggests diet coke aligns with bright sunny days with friends. Furthermore, the idea that diet coke delivers happiness comes as tiny bubbles and stars leave the diet coke can as it opens.  To continue strengthen the coke's appeal people in the commercial appear to be having the time of their life as they not only drink diet coke, but skate around on roller-skates dancing to a fun poppy song, "Starry Eyed Surprise" by Paul Oakenfold. This fun song illuminates the the coke companies underlying message that diet coke brings happiness to its consumers. Coke applies peripheral rhetoric to help sell the diet coke. 

http://www.youtube.com/watch?v=ZmBDeswu2dI