IDEAS home Printed from https://ideas.repec.org/a/bjz/ajisjr/413.html
   My bibliography  Save this article

Rhetorical Strategies in Advertising: The Rise and Fall Pattern

Author

Listed:
  • Anne A. Christopher

Abstract

Throughout the decades, there have been changes in persuasive strategies used by advertisers. A study was carried out on 500 advertising slogans dating from the late 19th century till the early 21st century, spanning a period of over a hundred years. The slogans were selected from 13 multinational and established companies and arranged according to the year they were created. The companies selected were ones that existed from the late 1800s and which still exist today. A cross-section of the slogans were analysed qualitatively for the presence of rhetorical figures and various persuasive strategies in a pilot study. The trend of the use of rhetorical figures and communicative and stylistic strategies used throughout this period was also calculated using quantitative analysis. The findings reveal a rise and fall pattern throughout the decades of both rhetorical figures and communicative and stylistic strategies used in advertising slogans. The pattern is also present in the layering of the rhetorical figures throughout the decades. Therefore the study has discovered the presence of a cyclical continuum that involves the selection of certain rhetorical figures and persuasive strategies in a particular period but not in others.

Suggested Citation

  • Anne A. Christopher, 2013. "Rhetorical Strategies in Advertising: The Rise and Fall Pattern," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 2, October.
  • Handle: RePEc:bjz:ajisjr:413
    DOI: 10.5901/ajis.2013.v2n8p773
    as

    Download full text from publisher

    File URL: https://www.richtmann.org/journal/index.php/ajis/article/view/807
    Download Restriction: no

    File URL: https://www.richtmann.org/journal/index.php/ajis/article/view/807/838
    Download Restriction: no

    File URL: https://libkey.io/10.5901/ajis.2013.v2n8p773?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. McQuarrie, Edward F & Mick, David Glen, 1996. "Figures of Rhetoric in Advertising Language," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(4), pages 424-438, March.
    2. Mothersbaugh, David L & Huhmann, Bruce A & Franke, George R, 2002. "Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(4), pages 589-602, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Abdullah S. Darwish, 2015. "Identification and Visual Rhetoric in Modern Advertisement Theory," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 4, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chu, Kyounghee & Lee, Do-Hee & Kim, Ji Yoon, 2019. "The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification," Journal of Business Research, Elsevier, vol. 99(C), pages 472-480.
    2. Shuo Cao & Huili Wang & Xiaoxia Zou, 2020. "The Effect of Visual Structure of Pictorial Metaphors on Advertisement Attitudes," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(4), pages 1-60, March.
    3. Gavin L. Fox & Stephen J. Lind, 2020. "A framework for viral marketing replication and mutation," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 206-222, December.
    4. Bertele, Kerrie & Feiereisen, Stephanie & Storey, Chris & van Laer, Tom, 2020. "It’s not what you say, it’s the way you say it! Effective message styles for promoting innovative new services," Journal of Business Research, Elsevier, vol. 107(C), pages 38-49.
    5. Brito, Pedro Quelhas & Pratas, Joaquim, 2015. "Tourism brochures: Linking message strategies, tactics and brand destination attributes," Tourism Management, Elsevier, vol. 48(C), pages 123-138.
    6. Harry P. Sophocleous & Andreas N. Masouras & Sofia D. Anastasiadou, 2024. "The Impact of Political Marketing on Voting Behaviour of Cypriot Voters," Social Sciences, MDPI, vol. 13(3), pages 1-16, March.
    7. Michelle Amazeen, 2011. "Gap (RED): Social Responsibility Campaign or Window Dressing?," Journal of Business Ethics, Springer, vol. 99(2), pages 167-182, March.
    8. Michael Thomas, 2019. "Was Television Responsible for a New Generation of Smokers?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 689-707.
    9. Varsha Jain & Subhadip Roy & Adwita Pant, 2013. "Effect of colour and relative product size (RPS) on consumer attitudes," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 41-58, October.
    10. Huang, Wen-Hsien & Hsieh, Shao-Yu, 2023. "The impact of animal metaphors on consumer response to courtesy advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Boujena, Othman & Ulrich, Isabelle & Piris, Yolande & Chicheportiche, Laëtitia, 2021. "Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    12. Jan Buts, 2020. "Community and authority in ROAR Magazine," Palgrave Communications, Palgrave Macmillan, vol. 6(1), pages 1-12, December.
    13. Joy, Annamma & Sherry Jr., John F. & Deschenes, Jonathan, 2009. "Conceptual blending in advertising," Journal of Business Research, Elsevier, vol. 62(1), pages 39-49, January.
    14. Hartman, Anna E. & Coslor, Erica, 2019. "Earning while giving: Rhetorical strategies for navigating multiple institutional logics in reproductive commodification," Journal of Business Research, Elsevier, vol. 105(C), pages 405-419.
    15. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    16. Chaohua Huang & Rui Guo, 2021. "The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 60-76, January.
    17. Annye Braca & Pierpaolo Dondio, 2023. "Developing persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design," Italian Journal of Marketing, Springer, vol. 2023(3), pages 369-412, September.
    18. Davison, Jane, 2014. "Visual rhetoric and the case of intellectual capital," Accounting, Organizations and Society, Elsevier, vol. 39(1), pages 20-37.
    19. Eliza K. Dehay & Jan R. Landwehr, 2019. "A MAP for effective advertising: the metaphoric advertising processing model," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 289-303, December.
    20. Bing Yuan & Alessandro M. Peluso, 2021. "The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat," Sustainability, MDPI, vol. 13(2), pages 1-18, January.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjz:ajisjr:413. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Richtmann Publishing Ltd (email available below). General contact details of provider: https://www.richtmann.org/journal/index.php/ajis .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.