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Figures of Rhetoric in Advertising Language

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  • McQuarrie, Edward F
  • Mick, David Glen

Abstract

A rhetorical figure can be defined as an artful deviation in the form taken by a statement. Since antiquity dozens of figures have been cataloged, ranging from the familiar (rhyme, pun) to the obscure (antimetabole). Despite the frequent appearance of rhetorical figures in print advertisements, their incorporation into advertising theory and research has been minimal. This article develops a framework for classifying rhetorical figures that distinguishes between figurative and nonfigurative text, between two types of figures (schemes and tropes), and among four rhetorical operations that underlie individual figures (repetition, reversal, substitution, and destabilization). These differentiations in the framework are supported by preliminary validation data and are linked to suggested consumer responses. The article also considers the theoretical import of the proposed framework for future research on rhetorical structure in advertising. Copyright 1996 by the University of Chicago.

Suggested Citation

  • 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.
    • Handle: RePEc:oup:jconrs:v:22:y:1996:i:4:p:424-38
    DOI: 10.1086/209459
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    4. Anne A. Christopher, 2013. "Rhetorical Strategies in Advertising: The Rise and Fall Pattern," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 2, October.
    5. Jane Davison, 2011. "Barthesian perspectives on accounting communication and visual images of professional accountancy," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 24(2), pages 250-283, February.
    6. 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.
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    8. 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.
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    10. 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.
    11. Davison, Jane, 2014. "Visual rhetoric and the case of intellectual capital," Accounting, Organizations and Society, Elsevier, vol. 39(1), pages 20-37.
    12. 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.
    13. 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).
    14. 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.
    15. 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.
    16. Davis, Derick F. & Bagchi, Rajesh & Block, Lauren G., 2016. "Alliteration Alters: Phonetic Overlap in Promotional Messages Influences Evaluations and Choice," Journal of Retailing, Elsevier, vol. 92(1), pages 1-12.
    17. Jan Buts, 2020. "Community and authority in ROAR Magazine," Palgrave Communications, Palgrave Macmillan, vol. 6(1), pages 1-12, December.
    18. Jacob Goldenberg & David Mazursky & Sorin Solomon, 1999. "The Fundamental Templates of Quality Ads," Marketing Science, INFORMS, vol. 18(3), pages 333-351.
    19. 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.
    20. Abdullah S. Darwish, 2015. "Identification and Visual Rhetoric in Modern Advertisement Theory," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 4, November.
    21. 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.
    22. 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.

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