Download visual and verbal rhetoric in advertising: impact on emotions and

International Journal of Business and Management Studies,
CD-ROM. ISSN: 2158-1479 :: 1(3):413–422 (2012)
VISUAL AND VERBAL RHETORIC IN ADVERTISING: IMPACT ON
EMOTIONS AND ATTITUDES
Nabil Mzoughi and Samar Abdelhak
University of Sousse, Tunisia
Rhetoric, considered for a long time as reserved only for verbal discourse, is applied to image
in advertising. Rhetoric figures act on consumer responses to advertisement. This study
proposes to verify, through experimentation, the effect of visual and verbal rhetoric on
emotions, attitude toward the advertising and attitude toward the brand. The moderating role
of involvement is also tested. The results suggest that using figures can significantly enhance
the effectiveness of print advertising. Visual figures have a better effect on emotions. Verbal
figures led to a more favorable attitude toward the ad and attitude toward the brand.
Keywords: Visual rhetoric, Verbal rhetoric, Attitude, Brand, Emotions.
Introduction
Rhetoric is searching for the most efficient method to express an idea and the way to adapt the
discourse to different situations. A proposition can be expressed in different manners among
which, one is the most effective to influence the audience (Scott, 1994). When persuasion is the
pursued aim, the rhetorical perspective suggests that the way to express a discourse is more
important than its content. It uses discursive typology, rhetorical division of the discourse and all
the figures. Research shows the increasing interest devoted to rhetoric in advertising (Bratu,
2010, Leigh 1994, Toncar and Munch, 2001, McGuire 2000, Phillips 1997, McQuarrie and
Mick, 1992, 1999, 2003, McQuarrie and Phillips, 2005). The advertising discourse is presented
in its definition and its goals, as a subtle mix of epideictic and deliberative forms. As epideictic
discourse, advertising is meaningful and important to argumentation just because it reinforces a
disposal of action by increasing the adherence to the values it exalts. It does not aim at
persuading in the short term but at attracting the adherence to shared values, namely those of the
brand. Epideictic discourse begins with a description followed by an argumentation. In
advertising, persuasion is often behind the description. The message begins with a eulogistic and
hyperbolic description of the product and ends with an advice, a deliberative action. The
advertisement carries the "optimistic side" (Durand, 1970) of the epideictic discourse. Epideictic
discourse seeks to consolidate an adhesion not to the truth of discourse but to the underlying
idealized values.
This study focuses on the role of advertising rhetoric, both visual and verbal, in the process
of persuasion. It investigates rhetoric used within the context of advertising and aims to check
the effect of rhetorical figures on emotions, attitude toward the ad and attitude toward brand and
finally to explore the moderating role of involvement. All of these are important questions,
certainly for theory, but also for practitioners who must decide what kind of figures to include in
ads to shift consumer attitude in the desired direction.
413
414
Nabil Mzoughi and Samar Abdelhak
In order to clarify the relative position of visual and verbal rhetoric and its influence on
persuasion, this research will first place rhetoric in a wider context; that of advertising. It will
then illustrate the importance of advertising rhetoric in the persuasion process. The study will set
out to assess not only the direct effect of visual and verbal rhetoric, but also the moderating role
of involvement in the persuasion process. In the experiment reported below, we equate ad stimuli
with style. We then measure the extent to which exposure to these figures can alter consumer
attitude toward the advertisement and brand. We finally examine the extent to which this change
of attitude, if it occurs, is moderated by involvement. The first section of this research presents a
theoretical analysis of the existing literature about rhetoric in advertising. This is followed by the
introduction and review of the effect of figures of rhetoric on emotions, attitude toward the ad
and attitude toward brand. The second section of this study deals with the methodology involved
in this research.
Background
Rhetorical figures in advertising
The first encompassing typology of figures in advertising is proposed by Durand (1970). In line
with the findings of Bathes (1964), where he acknowledges that an advertisement is composed of
two levels: denoted and connoted, Durand (1970) concludes that the creative advertising is based
on the transposition of rhetorical figures to image advertising. The literal message appears as the
basis of the "symbolic" message. The literal image is denoted and the symbolic image is
connoted. Based on this typology, McQuarrie & Mick (1996, 1999, 2003) develop a new
taxonomy of figures in advertising related to their complexity and deviation. McQuarrie & Mick
define rhetoric as an artful deviation relative to audience expectation and propose a textinterpretive typology, in which they exploit the classical distinction between schemes and tropes,
and which they apply to both visual and textual figures. Visual rhetoric fits into an interpretative
approach (Durand 1970; McQuarrie 1989; Stern 1990 ; McQuarrie and Mick 1992 ; Scott 1994
a) which considers that the image and the text are likely to carry the meaning intended by the
advertiser.
Effect of rhetorical figures on emotions
The exposure to a "new" stimulus excites the consumer and increases his pleasure (Berlyne,
1960). The deviation of rhetorical figures allows dispelling the receiver’s feeling of boredom as
he/she is overwhelmed by a large number of advertisements. In a physiological sense, a
rewarding event, such as comprehension after some effort, should produce a change in arousal
level (Berlyne, 1960). Ambiguous and incongruous stimuli ought to stimulate arousal and have a
pleasurable effect when such stimuli are decoded (Redfern 1982; Sheldon 1956). McQuarrie and
Mick (1999) suggest that readers are expected to gain pleasure out of texts that require multiple
readings, whereas one-dimensional texts that are effortlessly decoded are less likely to be sources
of pleasure. "It's somewhat the pleasure one has when completing a given data grid" (Barthes,
1970). Pleasure of the Text is the positive affect that a reader experiences due to the successful
comprehension of an initially incomprehensible text. Rhetorical figures are deviations from
expectation. The initial ambiguity leads to incomprehension, which is unsettling, and the ensuing
comprehension and the resolution of ambiguity are rewarding (Mohanty, 2008). This pleasure is
Visual and Verbal Rhetoric in Advertising: Impact on Emotions and Attitudes
415
felt from the components and not from the message itself. At first glance, the receiver encounters
some ambiguity which stimulates him/her but he/she will quickly be appeased by its resolution
(Eco, 1979, McQuarrie and Mick, 1992; Peracchio and Meyers-Levy, 1994). A deviation from
what is usually observed stimulates the consumer (Vlasis et al., 2008; Hung et al., 2011; Phillips
and McQuarrie 2002). The incongruity of a stimulus affects positively arousal and evaluation
(Mandler, 1982). A review of the literature shows that using figures has a positive effect on
pleasure and arousal.
•
H 1: Rhetorical figures have a positive effect on emotions.
Effect of rhetorical figures on the attitude toward advertising:
Reading an advertisement with rhetorical figures can lead to multiple interpretations (Delbaere et
al., 2011; Jeong, 2008). The increased enjoyment the consumers experience while reading the ad
should make them, overall, regard the ad more favorably (McQuarrie and Mick, 2003, 1999,
1992). That is, the pleasurable and affective responses brought about by figures should
ultimately inßuence viewers’ attitudes (Ketelaar et al., 2010. Stella et Adam, 2008). Figures give
rise to positive affective responses associated with the feeling of accomplishment felt after
decoding the hidden meaning (Campelo et al., 2011; Bulmer et al., 2006; TonCar and Munch,
2001). The receiver will then look at the whole advertisement with a more favorable attitude
(Mick, 1992, McQuarrie and Mick 2009, 1999, Ang and Ai Ching Lim, 2006; Ang and Low
2000).
•
H 2: Rhetorical figures have a positive effect on attitude toward advertising.
Effect of emotions on the attitude toward the advertisement
De Barnier (2002) shows that attitude toward advertising explains all the emotional reactions
generated by the message hence confirming the results of Batra and Ray (1986) and Holbrook
and Batra (1987). Effect of emotions on attitude toward the advertisement differs from one
dimension to another. Effect of arousal and pleasure is positive in contrast to control that exerts a
negative influence. Hence, we test the following hypothesis:
•
•
H 3: Pleasure and arousal dimensions of emotions have a positive effect on attitude toward
advertising.
H 4: Control dimension of emotions has a negative effect on attitude toward advertising.
Effect of rhetorical figures on the attitude toward the brand:
Rhetorical figures generate greater positive attitude toward the brand (McQuarrie and Mick
1992). The greater processing requirement of figures should inhibit viewers from careful ad
claim evaluation, lead to less claim challenging, and, ultimately, exert a more favorable product
evaluation (Toncar and Munch 2003). Attitude thus depends on the degree of deviation of the
message. McGuire (2000), consistent with Petty & al. (1976), suggests that figures can be
distracting, just as they can be attention enhancing. This kind of distraction effect occurs when
the reader expends effort decoding the text, and not on contesting its message. When the reader
is distracted, he is not able to develop counter-arguments. (McGuire 2000). McQuarrie and
416
Nabil Mzoughi and Samar Abdelhak
Phillips (2005) observed that consumers are more receptive to multiple, distinct, and positive
inferences about the brand when rhetoric advertising is adopted. This provides opportunities for
conveying multiple messages about the brand (Smith et al., 2008; Brennan and Kenneth, 2006)
that would otherwise be more challenging if non rhetorical messages were used.
• H 5: : Rhetorical figures have a positive effect on attitude toward the brand.
Involvement
The hypothesis of Elaboration Likelihood Model contends that for high involvement message
processors make an evaluation based on the performances of the product. One argument in
support of such a proposition is that the consumer is interested in the processing of the content
of the message. Alternatively, weakly involved individuals will be influenced by peripheral
stimuli (colors, music, staging...). Deviation of rhetorical figures represents a peripheral
execution element of the advertisement. It presents the qualities of the product in a figurative
manner.
•
H 6: Involvement has a moderating effect on the relationship between rhetorical figures and
attitude toward the advertisement.
Research methodology
Subjects and Procedure
In the experiment, the four test ads were based on actual magazine ads— for an energetic drink,
a scanner -that were judged to contain instances of different visual figures and to be relevant to a
student subject pool (high/low involvement). First, the original ad was duplicated, and then the
key elements that made up the visual figure were abstracted. Each ad was produced in two
versions, with the difference between the versions constituting the manipulation. For each ad, a
small change of the visual and verbal element sufficient to remove or break the rhetorical figure
was made: Two where the image used visual figure, two where the ad used another kind of
verbal figure, and a third version where the only image was a large photo of the product package.
For each version, a fictitious brand name was added.
A total of 512 undergraduates at a private university in Tunisia participated in the
experiment. Subjects were divided into eight groups, with each group viewing different
advertisements presented as either visual figure, verbal figure, or explicit claims. Subjects were
told that this was a study of advertising, that the ads they were going to see were in rough and
unfinished form, and that this type of pretesting was common in the industry. They were
encouraged to imagine they were encountering these ads in a magazine and to respond as
naturally as possible. Each Subject worked through the ads at their own pace, answering
questions pertaining to an individual ad immediately after viewing it.
Visual and Verbal Rhetoric in Advertising: Impact on Emotions and Attitudes
417
Selection of scales
Emotions
We considered the scale of Holbrook and Batra (1987), it consists of three dimensions: pleasure,
arousal and control. The scale has 27 items representing the three factors. The pleasure
dimension corresponds to a state of affection, gratitude and confidence. The arousal dimension
represents the feelings of interest, activation and enthusiasm. The dominance reflects the
melancholy, fear and skepticism.
Attitude toward the advertisement
We considered the scale of Olney, Holbrook and Batra (1991) composed of three dimensions:
hedonism, utilitarism and interest. This scale was adopted for two reasons. It represents the
hedonic component of the attitude (Olney et al, 1991). It was adapted to the advertising field
(Olney et al, 1991; Batra and Athol, 1991). It was used to test the effect of emotions as an
antecedent (Holbrook and Batra, 1991). It is a semantic differential scale of seven points.
Attitude toward the brand
The scale of MacKenzie and Lutz (1986) is used to measure the attitude toward the brand. It has been
empirically tested and validated by several studies: Good/ bad, Pleasant / unpleasant, Favorable /
unfavorable
Involvement
The scale used is the Zaichowsky’s scale (1987). It represents an inventory of personal
involvement (IPI). It calculates a single score using the responses to twenty semantic differential
items. It identifies a group with a high involvement (score • 90) and a group with a low
involvement (score <90). Its objective is to measure the lasting involvement for a product
category or every object.
Analysis procedure
Scales pretest was performed using Component factor analysis and confirmatory factor analysis.
The first one allows for the estimation of the reliability of the scale, the dimensions and the items
to be taken. The objective of the second is to confirm the result of the first analysis. The
Likelihood Method of estimation is selected. Various indices are used to verify the quality of the
whole measurement model. . Hence, the interaction term in an ANOVA provides a test of
whether the impact of the rhetoric treatment is greater in the case of images.
Results
In this research, the direct impact of verbal and visual figures on emotions is first studied.
Rhetorical figures have an effect on the three dimensions of emotions: pleasure (p = 0.000, F =
5096), arousal (p = 0.01, F = 2664), pain (p = 0.00, F = 6630) and skepticism (p = 0.006).
418
Nabil Mzoughi and Samar Abdelhak
Hypothesis H1 is validated. Descriptive statistics show that for the dimensions of pleasure,
arousal and pain, visual figures have a significant effect higher than that of verbal figures. These
have more effect on pain dimension. Rhetorical figures positively influence the first dimension
of attitude toward the advertisement. The relationship between figures and utilitarianism
dimension is indeed significant (p = 0.001, F = 3501) in contrast to that between figures and
hedonism which is non-significant (p = 0,112, F = 1677). Hypothesis H2 is partly rejected.
Results show that the effect of verbal figures on attitude toward the advertisement is higher than
that of visual figures. Emotions have an influence on hedonism dimension. This effect appears
for dimensions of pleasure and skepticism. Arousal and skepticism do not influence the
hedonism dimension. The utilitarianism dimension is influenced by emotions. This effect is
caused by pleasure and arousal. Hypothesis H3 is partly verified. Control has no impact on
utilitarianism dimension of attitude toward the advertisement. Hypothesis H4 is partly rejected.
Multivariate analysis shows that rhetorical figures have an effect on attitude toward the brand.
The results are significant in terms of prescribed thresholds (p = 0.01, F = 3586). Hypothesis H.5
is thus verified. Descriptive statistics show that the influence of verbal figures on the attitude
toward the brand is greater than that of visual figures.
In this research we are concerned with the moderating role of involvement with respect to
the impact of figures of rhetoric on attitude toward the advertising. We therefore are interested in
checking whether this link differs, depending on whether the subjects are strongly or weakly
involved. According to Baron and Kenny (1986), this effect is verified by studying the
interaction between the moderating and the independent variable. Results are significant. The
hypothesis is hence accepted.
Table 1. Results for the direct effect of rhetorical figures.
Dependant variable
F
P
Pleasure
Arousal
5.096
2.664
0.000
0.010
Pain
Skepticism
Hedonism
6.630
2.890
1.677
0.000
0.006
0.112
Utilitarism
3.501
0.001
Abd
3.586
0.001
Table 2. Descriptive statistics for the direct effect of rhetorical figures.
Dependant variable
Visual figure
Verbal figure
Pleasure
Arousal
Pain
Skepticism
Hedonism
Utilitarism
Abd
3.8857
3.6736
2.6259
3.1735
3.6048
3.5559
3.5286
3.5109
3.1227
2.7405
2.9896
3.9115
4.0508
3.9581
Discussion
This paper provides evidence that visual and verbal rhetoric in print advertising can be a
powerful persuasive tool. Rhetoric, defined as an artful deviation relative to audience
Visual and Verbal Rhetoric in Advertising: Impact on Emotions and Attitudes
419
expectation, enhances a positive emotional consumer response. Rhetorical figures also made a
positive response to the ad more probable, and produced more positive ad attitude, relative to the
ad not using figures. These outcomes, in turn, led to increased liking for the brand. With respect
to advertising practice, visual and verbal rhetoric appears to offer an excellent tool for advertisers
who seek to build brand attitude and create an emotional connection with consumers. The
findings suggest that figures, regardless of whether they are in verbal or pictorial form, influence
emotions. That similar findings obtained for verbal and visual figures demonstrates the rigor of
figures in influencing emotions.
Results show that rhetorical figures have an effect on dimensions of emotions. These
findings confirm that deviation from what is usually observed influence emotions of consumers.
Thus, the main pleasure effect of rhetorical figures that were reported by Barthes (1970) and
McQuarrie and Mick (1999) were supported by the present study. Messages prompting multiple
readings and interpretations are a source of pleasure for the receiver. Mohanty (2008) suggests
that incongruity in figures renders the ad, incomprehensible at first glance. This causes arousal
and stimulates the audience. The results are consistent with the major implication of Optimal
arousal theory which is that individuals prefer original, surprising, or complex stimuli
(Berlyne, 1971).
They represent a way to stimulate the consumer. The basic assumption that collative
properties such as novelty, surprise, complexity, and incongruity effect arousal is verified.
Consistent with McQuarrie and Mick’s (1999) and McQuarrie and Phillips’s (2005)
findings, the present study also found that rhetorical pictures elicit a more favorable attitude
toward the ad and toward the brand than rhetorical headlines. Mick’s argument (McQuarrie and
Mick 1996; Mick, 1992) that the pleasure of the text in figures is readily linked to the concept of
attitude toward the ad does hold. The interpretation of the message composed of rhetorical
figures following a reading of the advertisement causes an accomplishment feeling after the
decoding of the hidden meaning. Hence, in and of themselves, figures add value by enhancing
interest in the ad and the brand. Conclusions drawn by consumers concerning the characteristics
of the brand enable to develop a positive attitude toward the brand. Toncar and Munch (2003)
suggest that one likely explanation as to why figures may inßuence persuasion is because they
tacitly assert the meaning of statements, implying rather than stating the claim’s intended
conclusion, thus reducing counter-arguing. Such a theory lays support for the positive effect of
figures on brand attitudes. The present findings suggest that managerially, figures can be
strategically used to create the desired attitude toward the brand. Our results suggest that
rhetorical pictures and rhetorical headlines are additional executive tools that advertisers can
easily employ in ad creation to convince consumers. Consistent with the predictions of Toncar
and Munch (2001), the results indicate that involvement has a moderating effect on the
relationship between figures of rhetoric and the attitude toward the advertisement. Rhetorical ad
is more likely to be appreciated by weakily-involved individuals. Furthermore figures induces
fewer counterarguments and a more favorable attitude toward both the ad and brand than is
reported by heavily-involved individuals
Limitations and future research
This study was undertaken with a convenience sample of Tunisian university students, which
may raise questions about the generalization of the findings to other populations (Sears 1986).
However, prior literature on rhetorical figures contains a straight replication of college student
results on a population of adult consumers (McQuarrie and Mick 1992). Further, a more realistic
420
Nabil Mzoughi and Samar Abdelhak
ad setting should be used, taking the research outside of its laboratory setting. In a more natural
processing environment, consumers’ responses may be different, where focus on the ad would
(most likely) be voluntary. The single-exposure design might have influenced the results of our
experiment. In real life, consumers are exposed to ads more than once in different editions of the
same magazine or in different magazines within a certain time period. Repetition of rhetorical
ads might facilitate processing and subsequently ad-liking, because it provides more
opportunities to discover the ad’s intended messages.
The present research studies the influence of visual and verbal rhetoric on emotional and
attitudinal responses to advertising. Future research may also examine the effect of the nature of
a deviation (tropes/schemes) on advertising. In this regard, McQuarrie and Mick’s (1996)
taxonomy of figures of speech based on regularity of deviation, and complexity, can be further
developed to better understand their influence on consumer responses. This study met its
objective of showing that visual and verbal rhetoric can, under specific conditions of ad
exposure, produce selected positive outcomes. With this, we urge future researchers to integrate
the most important moderating factors that determine when figures might be effective such as the
need for cognition.
References
1.
Ang Swee Hoon and Ai Ching Lim Elison (2006), The Influence of Metaphors and Product Type on Brand
Personality, Perceptions and Attitudes, Journal of Advertising, vol. 35, no. 2 (Summer 2006), pp. 39–53.
2.
Baron, Reuben. M. and Kenny, David. A., (1986), The Moderator-Mediator Variable Distinction in Social
Psychological Research: Conceptual, Strategic and Statistical Considerations, Journal of personality and
social Psychology, 51, 6, 1173-1182.
3.
Barthes, Roland., (1964), Rhétorique de l’image, Communications n°4, 40-51.
4.
Barthes, Roland., (1970), L’Ancienne rhétorique : aide-mémoire, Communications n°16, 72-230.
5.
Batra, Rajeev. and Ray, Michael.L. (1986), Affective Responses Mediating Acceptance of Advertising.
Journal of Consumer Research, 13, 2, 234-249.
6.
Berlyne, Daniel.E. (1960) in Olney, Thomas.J., Holbrook, Morris.B. and Batra, Rajeev. (1991), Consumer
Responses to Advertising: The Effects of Ad Content, Emotions and Attitude Toward the Ad on Viewing
Time, Journal of Consumer Research, 17, 4, 440-453.
7.
Berlyne, Daniel.E. (1971), in McQuarrie, Edward.F. and Mick, David.G., (1999), Visual Rhetoric in
Advertising : Text-Interpretive, Experiential, and Reader-Response Analyses, Journal of Consumer Research,
26, 6, 37-54.
8.
Bratu, S. (2010), The Phenomenon of Image Manipulation in Advertising, Economics, Management &
Financial Markets, 5, 2, 333-338.
9.
Brennan Ian and Kenneth D. Bahn, (2006), Literal versus Extended Symbolic Messages and Advertising
Effectiveness: The Moderating Role of Need for Cognition, Psychology & Marketing, Vol. 23(4): 273–295
10.
Bulmer, S.; Buchanan-Oliver, M., (2006), Visual Rhetoric and Global Advertising Imagery, Journal of
Marketing Communications, 12, 1, 49-61
11.
Campelo, A.; Aitken, R.; Gnoth, J., (2011), Visual Rhetoric and Ethics in Marketing of a Destination, Journal
of Travel Research, 50, 1, 3-14.
12.
De Barnier, Virginie, (2002), Le rôle des émotions sur l’attitude envers la marque (Ab) : pour une médiation
totale de l’attitude envers le message (Aad). Recherche et Applications Marketing, 17, 3, 81-99.
13.
Delbaere, M.; McQuarrie, E. F.; Phillips, B. J. (2011), Personification in Advertising, Journal of Advertising,
40, 1, 121-130.
Visual and Verbal Rhetoric in Advertising: Impact on Emotions and Attitudes
421
14.
DeRosia Eric D., (2008), The Effectiveness of Nonverbal Symbolic Signs and Metaphors in Advertisements:
An Experimental Inquiry, Psychology & Marketing, Vol. 25(3): 298–316.
15.
Durand, Jacques., (1970), Rhétorique et image publicitaire, Communications, n°15, 70-95.
16.
Eco, Umberto. (1979) in McQuarrie E.F. and Mick D.G., (1999), Visual Rhetoric in Advertising: TextInterpretive, Experiential, and Reader-Response Analyses, Journal of Consumer Research, 26, 6, 37-54.
17.
Graillot L. (1998), Emotions et comportement du Consommateur, Recherche et Applications en Marketing,
13, 1, 5-23.
18.
Green, Melanie. C. and Brock, Timothy. C., (2000), The Role of Transportation in the Persuasiveness of
Public Narratives, Journal of Personality and Social Psychology, 43, 1, 89-99.
19.
Holbrook, Morris. B. and Batra, Rajeev. (1987), Assessing the Role of Emotions as Mediators of Consumer
Responses to Advertising, Journal of Consumer Research, 14, 404-420.
20.
Hung, I. W; Wyer, R. S., (2011), Shaping Consumer Imaginations: The Role of Self-Focused Attention in
Product Evaluations, Journal of Marketing Research, 48, 2, 381-392.
21.
Jeong S.H., (2008), Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual
Argumentation or Metaphorical Rhetoric, Journal of Marketing Communications, Feb2008, 14, 1, 59-73,
22.
Ketelaar Paul E., Van Gisbergen Marnix S. , Bosman Jan A.M.,and Beentjes Johannes, (2010), The Effects
of Openness on Attitude toward the Ad, Attitude toward the Brand, and Brand Beliefs in Dutch Magazine
Ads, Journal of Current Issues and Research in Advertising, Volume 32, 2 .
23.
Leigh, James.H. , (1994), The Use Of Figures Of Speech In Print Ad Headlines, Journal of Advertising, 23, 6,
17-33.
24.
Mandler, George, (1982), The structure of value: Accounting for taste, Margaret Sydnor Clark, Susan F.
Fiske, eds. Affect and Cognition/ the Seventeeth Annual Carnegie Symposium on Cognition. Lawrence
Erlbaum, Hillsdale, NJ, 3-36.
25.
McQuarrie, E.F. and Mick, D.G., (2009), A Laboratory Study of the Effect of Verbal Versus Repetition When
Consumers are not Directed to Process Advertising, International Journal of Advertising, 28, 2, 287-312.
26.
McQuarrie, Edwrad.F. and Mick, David.G., (2003), Visual and Verbal Rhetorical Figures Under Directed
Processing Versus Incidental Exposure To Advertising, Journal of Consumer Research, 29, 3, 579-587.
27.
McQuarrie, Edward.F. and Mick, David.G., (1999), Visual Rhetoric in ²Advertising: TextInterpretive,
Experiential, and Reader-Response Analyses, Journal of Consumer Research, 26, 6, 37-54.
28.
McQuarrie, Edward.F. and Mick, David.G., (1996), Rhetorical figures In Advertising Language, Journal of
Consumer Research, 22, 3, 424-438.
29.
McQuarrie, Edward.F. and Mick, David.G., (1992), On Resonance : A Critical Pluralistic Inquiry Into
Advertising Rhetoric, Journal of Consumer Research, 19, 9, 180-196.
30.
McQuarrie, Edward.F. and Phillips, Barbara.J., (2005), Indirect Persuasion in Advertising: How Consumers
Process Metaphors Presented in Pictures and Words, Journal of Advertising, 34, 2, 7-20.
31.
Mick, David. G. and Politi, Laura.G., (1990), Consumers Interpretations Of Advertising Imagery: A Visit To
The Hell Of Connotation, Interpretive Consumer Research, 85-96.
32.
Mohanty Praggyan, (2008), The use of visual metaphors in ads: Incongruity, the AHA effect and affect,
Advances in Consumer Research - North American Conference Proceedings, 2008, Vol. 35, p1032-1033.
33.
Perracchio, Laura.A and Meyers-Levy, Joan., (1994), How Ambiguous Cropped Objects In Ad Photos Can
Affect Product Evaluations, Journal of Consumer Research, 21, 6, 190-204.
34.
Pett y, Richard, Gary L. Wells, and Timothy C. Brock (1976), “Distraction Can Enhance or Reduce Yielding
to Popaganda: Though Disruption Versus Effort JustiÞcation,” Journal of Personality and Social Psycholog y,
34 (5), 874–884.
35.
Phillips B.J. et McQuarrie E.F., (2009), Impact of Advertising Metaphor on consumer belief, Delineating the
Contribution of Comparison Versus Deviation Factors, Journal of Advertising, vol. 38, no. 1 (Spring 2009),
pp. 49–61.
422
Nabil Mzoughi and Samar Abdelhak
36.
Phillips, Barbara.J. and McQuarrie, Edward.F., (2002), The Development, Change, and Transformation of
Rhetorical Style in Magazine Advertisements 1954-1999, Journal of Advertising, 31, 4, 1-13.
37.
Pracejus, J. W.; Olsen, G. D.; O'Guinn, T. C., (2006), How Nothing Became Something: White Space,
History and Meaning. Journal of Consumer Research, 33 ,1, 82-90,
38.
Redfern, W. (1982), “Guano of the Mind: Puns in Advertising,” Language and Communication, 2 (3), 269–
276.
39.
Scott, Linda, M., (1994a), Images In Advertising: The Need For A Theory Of Visual Rhetoric, Journal of
Consumer Research, 21, 9, 252-273.
40.
Sheldon, Esther K. (1956), “Some Pun Among the Hucksters,” American Speech, 31 (1), 13–20.
41.
Smith Robert E. , Chen Jiemiao, and Yang Xiaojing, (2008), The Impact of Advertising Creativity on the
Hierarchy of Effects, Journal of Advertising, vol. 37, no. 4 , pp. 47–61.
42.
Sopory, Pradeep. and Dillard, James.Price, (2002), The Persuasive Effects of Metaphor: A Meta-Analysis,
Human Communication Research, 28, 3, Juillet, 382-419.
43.
Stella Jason R. and Adam Stewart, (2008), A reinquiry into the influence of simple and complex tropes in the
advertising context, Journal of Marketing Theory and Practice, vol. 16, 2 , pp. 163–172.
44.
Toncar, Mark and Munch, James, (2001), Consumer Responses To Tropes In Print Advertising, Journal of
Advertising, 30, 1, printemps, 55-65.
45.
Vlasis, S. ; Ioannis G. T. and Eleni M.,(2008), Visual and Verbal Rhetoric in Advertising, International
Journal of Advertising, 27, 4, 629, 658.
46.
Zaichkowsky, Judith.Lynne, (1987), Research Notes: The Personal Involvement Inventory: Reduction,
Revision, And Application to Advertising, Journal of Advertising, 23, 4.