Rhetorics

A rhetoric - a form of effective or persuasive speaking or writing, especially the exploitation of figures of speech and other compositional techniques. The use of rhetoric creativity within advertising can be seen everywhere - from guerilla advertising to witty copy-based print ads, the advertising world is full of creativity. 
One of nine categories of Rhetoric Creativity is Creative Genius, which is the notion of embodying the message within the ad itself. 

An example of such a rhetoric is seen in a guerilla marketing ad for FedEx. 
This ad, presented on the delivery trucks not only makes for an instantly recognisable ad, but it also embodies itself within the service - the service is promoted by itself, so not only can the audience appreciate the clever ad, but they can also witness the service of which the company provides in action. The mobility of the ad is also an aspect to be considered; it will reach a larger audience through driving throughout cities than a simple print ad. Copy remains short, concise, and relevant. The ad itself brings the end line to life before the eyes of the audience, with the illusion that a competing courier service is tracing the route of the FedEx truck at a much slower rate. 

This ad inspired me through the use of visualising the copy in a simplistic way which allowed for the ad to be embodied into the service itself.