How well do leaders demonstrate character in their communications? Blog by Amy Newman, senior lecturer emerita, Cornell University; author of Business Communication and Character (11e) and Building Leadership Character
The Michelob ULTRA Super Bowl commercial demonstrates two rhetorical devices well. One is anaphora: “After the…., “After the…,” “After the…”
Chiasmus is also illustrated by “Are you happy because you win, or do you win because you’re happy?” This is an ABBA construction.
Rhetorical devices can be overused and hokey, but in ads they’re memorable, and these are good examples.
Leadership Character and Communication, Amy Newman, Cornell University
Chapter 1: Business Communication and Character
Chapters 2 and 3: Team and Interpersonal Communication; Communicating Across Differences
Chapters 4 and 5: Writing, Design, and Style
Chapter 6: Neutral and Positive Messages
Chapter 7: Persuasive Messages
Chapters 9 and 10: Data, Visuals, and Reports
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