Using Rhetorical Devices in Tourism Videos for Persuasive Purposes

The current work tends to study persuasion from a rhetorical perspective as employed in tourism videos. It attempts to tackle the persuasion concept from a much wider and novel perspective by presenting various definitions, theories, elements, models, and strategies. It also clarifies rhetoric and its tropes. The study mainly explores the rhetorical strategies that tourism advertisement makers usually use to achieve their goals of attracting a considerable number of tourists to a particular destination. The researcher qualitatively analyzed the data which was 10 videos of tourism on the basis of the linguistic rhetorical strategies of persuasion. The present study revealed that there are specific rhetorical devices such as consonance, alliteration, and assonance that are used most frequently in tourism videos. At the same time, other rhetorical figures are found in tourism videos but in a low percentage.