Özet:

The consumption phenomenon, which is driven by the industrial revolution, has become more than necessary over time. In an environment where everything can be consumed from fun to identity, consumption has become the cause of the individual’s existence. In order to ensure the continuation of consumption habits and to drive more to consumption, brands have entered the effort to persuade consumers in order to their final objectives, such as differentiating, marketing and selling their products. Communication of conviction, a form of social influence, which constitutes the substructure of ancient Greek thinkers like Platon, Aristotle, has been carried out in various ways until today. In this context, brands have benefited of the retorical discipline called "confirmation art" in advertising and advertising activities. In this study, in the present day of consumer culture, in magazines, one of the written media tools, the rhetorical figures used in printed advertisements published for the purpose of encouraging consumption were studied. In this context, the main topic of the research is the study of the retorical structure of the advertisements of Loreal Turkey and P&G brands that most advertised for magazines in Turkey in 2015. Advertisements were analyzed within the framework of Aristotle's retorical triangle and the use of figures. As a result, it can be said that by using verbal and visual retorical fires in advertising, artificial requirements are created.