Navigating the blue: Storytelling, poetics, and rhetoric in oceanic advertising
Keywords:
Environmental Communication, Ethical Alterity, Ocean Conservation, Poetic and Rhetoric, StorytellingAbstract
This paper explores the application of poetic rhetoric in sustainable tourism advertising and its profound impact on shaping perceptions and behaviors towards sustainability. By integrating classical rhetorical techniques with modern storytelling methods, advertisements can effectively promote ethical and sustainable practices. The advertisement “It’s not tourism. It’s futourism.” employs poetic and rhetorical elements to create a narrative that is visually striking and emotionally resonant. Ethos is established through connections with cultural traditions and images, pathos appeals to feelings of hope and responsibility, and logos presents rational arguments for adopting futurism as a new sustainable approach.
The discussion includes references to Jacques Cousteau’s visual narratives and Henry David Thoreau’s philosophical perspectives, enriching the approach to environmental communication. Cousteau’s films, such as “The Silent World” (1956) and “The Undersea World of Jacques Cousteau” (1968-1976), use storytelling to evoke a sense of wonder and responsibility towards marine life. Thoreau’s “Walden” (1854) emphasizes introspection and a deep connection with nature, advocating for a more conscious and sustainable way of life.
Furthermore, the analysis of digital narrative in advertisements, particularly in the context of the Atlantic Ocean, underscores the importance of protecting marine resources for local and global economies. The narrative approach in advertising not only attracts tourists but also educates them about the significance of ocean conservation, ensuring a sustainable future for all.
The interdisciplinary approach combining literary theory, rhetoric, and advertising provides a comprehensive perspective on crafting effective narratives for environmental communication. As digital platforms continue to evolve, the integration of storytelling techniques in advertising will play a crucial role in advancing environmental communication and promoting a sustainable future.
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