| Author: | Stathakopoulos, V. Theodorakis, I.G. Mastoridou, E. |
| Title: | Visual and verbal rhetoric in advertising: the case of 'resonance' |
| Journal: | International Journal of Advertising
2008 : VOL. 27:4, p. 629-658 |
| Index terms: | advertising |
| Language: | eng |
| Abstract: | This paper deals with the resonance (hereafter as: rsn.) , a rhetorical figure based on a visual-verbal interaction. Two experiments are performed in order to examine consumers' responses towards rsn. as well as to test its limits as to visual-verbal incongruity. It is found that consumers are influenced by rsn. in a positive manner. Care should, however, be taken with regard to the extent of applied incongruity btw. the visual and verbal elements on which rsn. is based. A higher degree of incongruity is most likely to produce negative results. |
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