Introduction [excerpt] An existential shift appears to be occurring, one that moves people away from melancholia in search of "authentic" happiness. Yet, few of us actually achieve genuine happiness and settle for superficiality that we either accept or fallaciously believe is true happiness (Wilson 5). The purpose of this paper is to explore the various rhetorical figures found in adverstisements as the vehicle to piety (the tenor), which, in turn, results in an action/behavior. This is important to...