haku: @indexterm advertising / yhteensä: 1883
viite: 129 / 1883
| Tekijä: | Stathakopoulos, V. Theodorakis, I.G. Mastoridou, E. |
| Otsikko: | Visual and verbal rhetoric in advertising: the case of 'resonance' |
| Lehti: | International Journal of Advertising
2008 : VOL. 27:4, p. 629-658 |
| Asiasana: | advertising |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA