Shotguns: the use of rhetorical devices in the adverts of utilitarian and aspirational sporting goods : Ethos, Pathos & Logos in Shotgun Online Adverts

PURPOSE

Shooting, in its many different forms, contributes a substantial amount to national economies through the manufacture and consumption of goods and services, as well as through supporting environmental initiatives and providing recreational activities. Despite the considerable global value of sporting shooting, little research has explored the range of products and services that it comprises. This study begins to address this gap by examining the use of Aristotelian rhetorical devices in the digital adverts of shotguns.

METHODOLOGY

An exploratory study is made of the usage of rhetorical devices in the adverts of eighteen shotguns, spanning five manufacturers and four countries of origin, using multiple regression and descriptive analyses.

FINDINGS

The analyses reveal clear relationships between the characteristics of the product and their manufacturers with the use of ethos, pathos and logos. The findings have implications for both manufacturers and retailers of shotguns and the ways in which they utilise these rhetorical devices in their adverts.

ORIGINALITY

This study contributes to the limited research that explores this commercially, environmentally and socially important pastime.