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Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising

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  • McQuarrie, Edward F
  • Mick, David Glen

Abstract

This re-inquiry examines the robustness of research showing that rhetorical figures such as rhyme and metaphor can have a positive impact on consumer response to advertising. Prior empirical research explicitly directed subjects to process the ads and generally examined either visual or verbal rhetoric, but not both. We embedded ads containing visual and verbal figures in a 32-page magazine designed to be interesting to subjects and manipulated directed processing or incidental exposure to the ads. Ads with figures were recalled more often and liked better. Visual figures were more effective regardless of processing condition, whereas verbal figures performed better only when subjects were directed to process the ads. Copyright 2003 by the University of Chicago.

Suggested Citation

  • McQuarrie, Edward F & Mick, David Glen, 2003. "Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 579-587, March.
    • Handle: RePEc:oup:jconrs:v:29:y:2003:i:4:p:579-87
    DOI: 10.1086/346252
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    1. Wu, Laurie & Shen, Han & Fan, Alei & Mattila, Anna S., 2017. "The impact of language style on consumers′ reactions to online reviews," Tourism Management, Elsevier, vol. 59(C), pages 590-596.
    2. Venkatesh, P. & Sinha, Piyush Kumar, 2008. "An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials," IIMA Working Papers WP2008-08-03, Indian Institute of Management Ahmedabad, Research and Publication Department.
    3. Venkatesh P, 2008. "An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials," Working Papers id:1606, eSocialSciences.
    4. 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.
    5. Xiaojing Yang & Robert E. Smith, 2009. "Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity," Marketing Science, INFORMS, vol. 28(5), pages 935-949, 09-10.
    6. Ventura, Vera & Frisio, Dario G., 2015. "How scary! An analysis of visual communication concerning genetically modified organisms in Italy," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206247, International European Forum on System Dynamics and Innovation in Food Networks.
    7. 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.
    8. 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.
    9. Soojung Kim & Jiyang Bae, 2016. "Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators," International Journal of Corporate Social Responsibility, Springer, vol. 1(1), pages 1-14, December.
    10. 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.
    11. Ventura, Vera & Frisio, Dario G. & Ferrazzi, Giovanni, 2015. "How Scary! An analysis of visual communication concerning genetically modified organisms in Italy," 2015 Conference, August 9-14, 2015, Milan, Italy 211921, International Association of Agricultural Economists.
    12. Aner Tal & Yaniv Gvili & Moty Amar, 2021. "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," IJERPH, MDPI, vol. 18(23), pages 1-19, November.
    13. Nicole Darnall & Hyunjung Ji & Kazuyuki Iwata & Toshi H. Arimura, 2022. "Do ESG reporting guidelines and verifications enhance firms' information disclosure?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1214-1230, September.
    14. Kimberly F. Luchtenberg & Michael J. Seiler & Hua Sun, 2019. "Listing Agent Signals: Does a Picture Paint a Thousand Words?," The Journal of Real Estate Finance and Economics, Springer, vol. 59(4), pages 617-648, November.

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