Visual and Verbal Rhetorical Figures Under Directed Processing Versus Incidental Exposure to Advertising

32 Pages Posted: 14 Oct 2003

See all articles by Edward F. McQuarrie

Edward F. McQuarrie

Santa Clara University - Leavey School of Business

David Glen Mick

University of Virginia - McIntire School of Commerce

Abstract

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

McQuarrie, Edward F. and Mick, David Glen, Visual and Verbal Rhetorical Figures Under Directed Processing Versus Incidental Exposure to Advertising. Journal of Consumer Research, March 2003, Available at SSRN: https://ssrn.com/abstract=342340 or http://dx.doi.org/10.2139/ssrn.342340

Edward F. McQuarrie (Contact Author)

Santa Clara University - Leavey School of Business ( email )

500 El Camino Real
Santa Clara, CA California 95053
United States

David Glen Mick

University of Virginia - McIntire School of Commerce ( email )

P.O. Box 400173
Charlottesville, VA 22904-4173
United States

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