A Rhetorical Analysis of Heys Virtual Product Placement

A Rhetorical Analysis of Heys Virtual Product Placement Imagine sitting down on a Saturday night to relax and watch your favorite show. As you turn to your show you begin notice that the whole thing is full of ads, everything from the billboards in the back ground, to the logo on the coffee cup that the main character is drinking out of. This is exactly the kind of thing you can expect to see in the future. In his article Damian Ward Hey argues that it is in the best interest of the television and advertising industries to keep the balance between appropriate advertising and content. He uses evidence and examples of virtual advertising that relate to the audience as well as his well-educated tone of voice to make his claim, and†¦show more content†¦His audience, having read all about these examples, should now be able see how virtual advertising is everywhere they look, making it very much a part their life. Throughout his essay, Hey uses this scholarly, well-educated tone of voice to establish his credibility as a professor in this particular field. A strong scholarly voice proves that the author has indeed gone through much schooling to be where he is. Hey chose to use words such as synergistic and proliferating, along with many others to verify that he is with out a doubt a scholar. He also uses a large number of quotes in his essay. The majority of these quotes are from conversations and interviews Hey has had with producers, networks and marketing VPs. To have a connection to these kind of people and networks, you need to be in the media and/or advertising field yourself. Once this credibility is validated he can then begin to persuade his audience to agree with his beliefs. When the audience knows that the author is in the field that hes writing about, it is much easier to persuade them. He uses interviews and articles from important advertising people, such as the marketing VP for ESPN, to show that to a certain extent virtual advertising in beneficial, but can get out of hand very quickly. Then by giving examples of what can happen if it does get out of hand, he ultimately incites fear in his