Online Persuasion

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symbols both visually and verbal. Three specific examples of this are signification, denotation, and connotation. Signification is a sign that “accompanies the thing being considered” (Larson, p.128). Upon visiting the website, I noticed the Nutrisystem logo which showcases a green leaf. A green leaf is directly associated with nature and health. This aids in the persuasive aspect of the website because visitors know right away that they are on a health website. Denotation, which is “the common and shared meaning we all have for any concept” (Larson, p.129), aids in the persuasive meaning of the website. For the most part, we all have a shared meaning for the concept of good health. We associate eating healthier with being healthier. We also associate losing weight with having a better body and being in good shape. Nutrisystem.com is marketing with the idea that anyone who visits their website had an end goal of becoming healthier which is the shared meaning this site is expressing. There’s a headline on the website that states, “Lose weight, improve your health, and have more energy”. Overall, most people believe that these three effects will come with being a healthier person. Connotation, which is “a private, metaphorical, emotional meaning for any concept” (Larson, p.129), can also be a persuasive element depending on how someone who visits this website views the concept of weight loss. This website may be more persuasive for someone who has been trying to lose weight for a long time and has a deep emotional connection to the journey. If this is the case, that individual may be more inclined to follow through with a purchase. On the other hand, someone who is already in shape and does not have an emotional connection with a weight loss journey may not be persuaded and in return will not purchase from this website. These three examples of symbols: signification, denotation, and connotation relate directly to Kenneth Burke’s theory of identification. Identification “rests on the beliefs, values, experiences, and views of the self that we share with others, or with our groundings or our basic and first principles” (Larson, p.134). The theory of identification

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