Persuasive-Pervasive Technology: Rhetorical Strategies in Wearables Advertising

摘要

This article positions wearables advertising within the realm of rhetoric and presents an analysis of rhetorical strategies employed by commercials that represent four wearable devices, namely Google Glass, Fitbit Charge, Apple Watch, and Microsoft HoloLens. Through a methodological framework built around visual analysis and visual rhetoric, the author presents a set of approaches that elucidate the specific rhetorical strategies of euphoria, empowerment, and enrichment of experience, which leads to a pervasive-persuasive construct of information centrism. The author then discusses the implications of such construct for the ideology of technology, particularly in industrial and pedagogical settings.