| Author: | Tom, G. Eves, A. |
| Title: | The use of rhetorical devices in advertising |
| Journal: | Journal of Advertising Research
1999 : JUL, VOL. 39:4, p. 39-43 |
| Index terms: | Advertising effectiveness Advertising research Consumers |
| Language: | eng |
| Abstract: | This paper reports on the effectiveness of advertisements that use rhetorical devices compared to advertisements that do not. The findings indicate that advertisements that use rhetorical figures result in superior recall and superior persuasion. |
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