Visual and Verbal Rhetorical Figures Under Directed Processing Versus Incidental Exposure to Advertising
32 Pages Posted: 14 Oct 2003
This re-inquiry examines the robustness of research showing that rhetorical figures such as rhyme and metaphor can have a positive impact on consumer response to advertising. Prior empirical research explicitly directed subjects to process the ads and generally examined either visual or verbal rhetoric, but not both. We embedded ads containing visual and verbal figures in a 32-page magazine designed to be interesting to subjects, and manipulated directed processing or incidental exposure to the ads. Ads with figures were recalled more often and liked better. Visual figures were more effective regardless of processing condition, whereas verbal figures performed better only when subjects were directed to process the ads.
Suggested Citation: Suggested Citation
Do you have a job opening that you would like to promote on SSRN?
Consuming Representation: A Visual Approach to Consumer Research
Mirrors of Masculinity: Representation and Identity in Advertising Images
Identity in Marketing Communications: An Ethics of Visual Representation
Pursuing the Meaning of Meaning in the Commercial World: An International Review of Marketing and Consumer Research Founded on Semiotics
By David Glen Mick, James E. Burroughs, ...
The Gay Family in the Ad: Consumer Responses to Non-Traditional Families in Marketing Communications
Representing it: Embodying the Electronic Economy
Borderlands: Skin, Tattoos, and Consumer Culture Theory