IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05423971.html

Towards a better understanding of rhetorical figures in advertising: advertisers and consumers’ perspectives

Author

Listed:
  • Valentin Piontek

    (MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier)

  • Marie-Christine Lichtlé

  • Sarah Mussol

    (MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, UM - Université de Montpellier)

Abstract

This paper aims to provide a better understanding of how advertisers and consumers perceive rhetorical figures (RF) in advertising. While previous works studied the effects of RF on persuasion, this research contributes to the literature by focusing on the perceptions of the two concerned publics. We conducted fifteen semi-structured interviews with advertisers and fourteen with consumers. Findings identify objectives and expectations of advertisers when using RF as well as consumers' personal constructs playing a role in their appreciation. Overall, tropes (plays on meaning) are preferred to schemes (plays on structure). Consumers perceive schemes more negatively than advertisers, and advertisers remain cautious regarding complexity of some tropes. When processing RF, consumers pay attention to cleverness, amusement, complexity and estimate the amount of effort put in the creation. Professionals, for their part, tend to seek efficiency with original ads that are still easy to process.

Suggested Citation

  • Valentin Piontek & Marie-Christine Lichtlé & Sarah Mussol, 2025. "Towards a better understanding of rhetorical figures in advertising: advertisers and consumers’ perspectives," Post-Print hal-05423971, HAL.
    • Handle: RePEc:hal:journl:hal-05423971
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below 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
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-05423971. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.