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| Author: | Toncar, M. Munch, J. |
| Title: | Consumer responses to tropes in print advertising |
| Journal: | Journal of Advertising
2001 : SPRING, VOL. 30:1, p.55-65 |
| Index terms: | ADVERTISING CONSUMER BEHAVIOUR |
| Freeterms: | TROPES |
| Language: | eng |
| Abstract: | This research investigates the effects of a specific type of figure of speech in print advertising. The figures of speech, tropes, are indirect or irregular statements, such as puns or metaphors, that require viewers to make inferences to understand their intended meaning. The results suggest that using tropes can significantly enhance the effectiveness of a print ad, making the ad more persuasive and more memorable. |
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