In this week’s unit about communication research we explored how communication researchers conduct their research. Similar to last week, methodologies are also categorized into paradigms. I will talk about rhetorical methodologies. Rhetorical methods of research are sophisticated and refined ways of evaluating messages. Performing this kind of research tells us a lot about the ways people communicate and how to challenge and transform messages to create social change. Rhetorical messages help us understand why certain messages are effective or ineffective, and how messages affect audiences.  

The editorial cartoon above shows a person in charge praising their employee for their good work. They say, “Great ad campaign. Now all we need is a product!” This is a great example of how rhetorical methodologies are performed and how they evaluate messages. Advertisements are used to persuade audiences to act a specific way, they tend to be used to persuade audiences to buy a service or product. The effectiveness of advertisements is measured by the amount of products sold. In addition to the measurement of products sold, the effectiveness is also evaluated by the response form audiences in relation to the social and cultural contexts of the time. In that respect, advertisements are similar to rhetorical research methodologies. 

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