search query: @indexterm STATISTICAL METHODS / total: 745
reference: 148 / 745
| Author: | McQuarrie, E. F. Mick, D. G. |
| Title: | Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses |
| Journal: | Journal of Consumer Research
1999 : JUN, VOL. 26:1, p. 37-54 |
| Index terms: | Advertising Consumer attitudes Perception Statistical methods USA |
| Language: | eng |
| Abstract: | Text interpretations, two experiments, and a set of reader-response interviews examine the impact of stylistic elements in advertising that form visual rhetorical figures parallel to those found in language. The visual figures examined - rhyme, antithesis, metaphor and pun - produced more elaboration and led to a more favorable attitude toward the ad, without being any more difficult to comprehend. Interviews confirmed that several of the meanings generated by informants corresponded to those produced by an a priori text-interpretive analysis of the ads. However, all of these effects diminished or disappeared for the visual tropes, that is, metaphor and pun in the case of individuals who lacked the cultural competency required to adequately appreciate the contemporary American ads on which the studies are based. |
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