Cicero; romersk retorik i markedsføring

I marketingsteori er navnet Cicero ikke helt ukendt, og de fleste kender meget vel til Ciceros Pentagram. Her refereres der til den kommunikationsmodel som virksomheder såvel som undervisningsinstitutioner bruger til bedre at forstå en given kommunikationssituation.

Men hvem var Cicero egentlig? Og hvordan kan hans pentagram bruges i en kommunikationsanalyse?

En teoretiker af betydning

Marcus Tullius Cicero var en romersk politiker, skribent, filosof, retoriker og jurist. Han levede fra 106 til 43 f.Kr., på samme tid som den famøse Julius Cæsar herskede i store dele af verden.

Ciceros mageløse evner til at kommunikere på et højt plan gjorde ham til en fremragende jurist, som Romerrigets borgere i høj grad værdsatte. Han blev omtalt som forsvarer af den romerske republik og gjorde således karriere indenfor politik.

Ciceros enestående retorik kan ses og læses i mere end 58 taler og skrifter, og har således relevans til dags dato. Især er Ciceros Pentagram en kommunikationsmodel som stadigt synes at have stor værdi indenfor kommunikationsfeltet såvel som markedsføringsteori.

Ciceros imponerende bedrift og massive gennemslagskraft betød imidlertid at hans liv ikke blev så langt som forventet, da han blev myrdet af politiske modstandere kun 63 år gammel.

Pentagrammet og dets hjørner

Ciceros Pentagram er en model indenfor kommunikationsfeltet som er yndet af mange og som kontinuerligt bruges i forbindelse med diverse analyser.

Den retoriske model bruges af alle lige fra gymnasieklasser til reklame-bureauer. I mange brancher og situationer har man brug for et dybdegående kendskab til den kommunikation man skal forholde sig til, og her er pentagrammet et godt værktøj til en bedre forståelse.

Pentagrammet består ganske enkelt af 5 hjørner eller elementer, som alle i høj grad siger noget om og påvirker den pågældende kommunikationssituation. Disse 5 elementer består af emne, afsender, modtager, omstændigheder og sprog. Emnet er det der tales om i teksten, reklamen eller lignende, afsenderen er selvfølgeligt den person eller det standpunkt emnet kommer fra, modtageren er den emnet skal formidles til, omstændighederne siger noget om konteksten for kommunikationen og sidst er der sproget, som er det sprog afsenderen bruger til at nå ud med sit budskab til modtageren.

Alle disse er i høj grad afhængige af hinanden og justeres den ene, så vil en eller flere af de andre unægtelig blive påvirket.

Pentagrammet i en analyse

Helt basalt kan Ciceros Pentagram bruges til at forstå en kommunikationssituation bedre, især i situationer hvor der måske hersker en vis tvivl omkring budskabet bag kommunikationen.

Skal man eksempelvis opsætte en reklame som virksomhed, så kan det være nyttigt at gøre sig nogle tanker omkring hvordan man har tænkt sig at formidle budskabet eller produktet. Her skal man blandt andet sikre sig at man når den rette modtager eller målgruppe, at man bruge det rette sprog til den pågældende modtager og at der tages højde for i hvilken kontekst man vil formidle emnet eller beskeden.

Ved at benytte sig af pentagrammet kan man hele tiden holde øje med de forskellige elementers indvirkning på hinanden, og på den måde justere den ene hvis den ikke stemmer overens med den anden eller den tredje.

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