Hermogenic Rhetorical Criticism: Clinton and Obama’s 2008 Presidential Campaign Advertisements

• In Event: Political Advertising

Abstract

The epitome of political campaigns is to influence public perceptions, which are achieved by exhibiting social
power via persuasion. By performing a Hermogenic rhetorical analysis of the 2008 Presidential political advertisement campaigns, findings suggest that Clarity not only functions as a method of persuasion, but it also evokes an
enthymematic moment that brings them together to share in common understanding and insight.

Author

• Kimberly Reynolds, California State University, Sacramento