An Analysis of Rhetorical Devices Used for Marketing Eco-Friendly Products on Facebook in the United Kingdom
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Abstract
Eco-friendly products are designed to reduce harm to the environment. These products utilise advertisements for promotion, where advertisers often employ rhetorical devices to make their messages more compelling to consumers. This study aims to examine the rhetorical devices used in marketing eco-friendly products on Facebook in the UK. A total of 120 Facebook posts, comprising 20 posts from six eco-friendly toiletries brands based in the UK, were selected for this analysis. The study focused on 10 rhetorical devices identified in previous advertising research. The results showed that the imperative mood was the most frequently used device, followed by alliteration, imagery, analogy, rhetorical questions, hyperbole, comparison, and repetition. In contrast, assonance and puns were less commonly found. This study demonstrates the value of rhetorical devices in promoting eco-friendly products on Facebook.
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