Figures of Rhetoric in Advertising Language
AbstractA 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. Copyright 1996 by the University of Chicago.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 22 (1996)
Issue (Month): 4 (March)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Jane Davison, 2011. "Barthesian perspectives on accounting communication and visual images of professional accountancy," Accounting, Auditing & Accountability Journal, Emerald Group Publishing, vol. 24(2), pages 250-283, February.
- de Burgh-Woodman, Helene & Brace-Govan, Jan, 2006. "What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities," MPRA Paper 25385, University Library of Munich, Germany, revised 28 Dec 2006.
- Joy, Annamma & Sherry Jr., John F. & Deschenes, Jonathan, 2009. "Conceptual blending in advertising," Journal of Business Research, Elsevier, vol. 62(1), pages 39-49, January.
- Davison, Jane, 2014. "Visual rhetoric and the case of intellectual capital," Accounting, Organizations and Society, Elsevier, vol. 39(1), pages 20-37.
- Michelle Amazeen, 2011. "Gap (RED): Social Responsibility Campaign or Window Dressing?," Journal of Business Ethics, Springer, vol. 99(2), pages 167-182, March.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.