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

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      research-article
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      ScienceOpen Preprints
      ScienceOpen
      advertising, ethos, pathos, logos, shotgun, shooting
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            Abstract

            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.

            Content

            Author and article information

            Journal
            ScienceOpen Preprints
            ScienceOpen
            6 October 2022
            Affiliations
            [1 ] Cranfield University
            Author notes
            Article
            10.14293/S2199-1006.1.SOR-.PPRTIE8.v1
            2e483521-f95f-40df-9999-2638239c8c38

            This work has been published open access under Creative Commons Attribution License CC BY 4.0 , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Conditions, terms of use and publishing policy can be found at www.scienceopen.com .

            Funding
            None n/a

            The datasets generated during and/or analysed during the current study are available from the corresponding author on reasonable request.
            Management,International economics & Trade
            advertising,ethos,pathos,logos,shotgun,shooting

            Comments

            As usual, as soon as I uploaded the manuscript I noticed that the first two images in Figure 1 are duplicates!
            This figure should show three different finishes of gun, the first of which has plain and 'blacked' metalwork.

            2022-10-17 10:42 UTC
            +1

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