The DOI matches its Crossref record; 36 of the 36 references it cites were found in a registry or an index.
Figures of Rhetoric in Advertising Language
Abstract
A rhetorical figure can be defined as an artful deviation in the form taken by a statement. Since antiquity dozens of figures have been cataloged, ranging from the familiar (rhyme, pun) to the obscure (antimetabole). Despite the frequent appearance of rhetorical figures in print advertisements, their incorporation into advertising theory and research has been minimal. This article develops a framework for classifying rhetorical figures that distinguishes between figurative and nonfigurative text, between two types of figures (schemes and tropes), and among four rhetorical operations that underlie individual figures (repetition, reversal, substitution, and destabilization). These differentiations in the framework are supported by preliminary validation data and are linked to suggested consumer responses. The article also considers the theoretical import of the proposed framework for future research on rhetorical structure in advertising.
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Cites
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Self-citationSemiotics and the Philosophy of Language
Eco, U. (2018) · Reading Eco · doi:10.2307/j.ctt1zxz0xk.6 · Cited by 633
Cited by
Consumer Culture Theory (CCT): Twenty Years of Research
Arnould, E. J., & Thompson, C. J. (2005) · Journal of Consumer Research · doi:10.1086/426626 · Cited by 3,677
Visual Rhetoric in Advertising: Text‐Interpretive, Experimental, and Reader‐Response Analyses
McQuarrie, E. F., & Mick, D. G. (1999) · Journal of Consumer Research · doi:10.1086/209549 · Cited by 656
Self-citationAutomated Text Analysis for Consumer Research
Humphreys, A., & Wang, R. J.-H. (2018) · Journal of Consumer Research · doi:10.1093/jcr/ucx104 · Cited by 636
The Megaphone Effect: Taste and Audience in Fashion Blogging
McQuarrie, E. F., Miller, J., & Phillips, B. J. (2013) · Journal of Consumer Research · doi:10.1086/669042 · Cited by 537
Self-citationMeyer, R. E., Höllerer, M. A., Jancsary, D. C., & van Leeuwen, T. (2013) · Academy of Management Annals · doi:10.1080/19416520.2013.781867 · Cited by 499
Metadata
- Authors
- McQuarrie, E. F., & Mick, D. G.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1996-03
- Volume
- 22
- Issue
- 4
- Pages
- 424
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2041785371
- Cited by
- 684
- References
- 36
- FWCI
- 34.13
- Type
- journal article
- Language
- en
- Open access
- closed
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