Edward F Mcquarrie
Dados Biográficos
| ID | 80847 |
|---|---|
| NOME | Edward F Mcquarrie |
| PRENOMES | Edward F |
| SOBRENOME | Mcquarrie |
| ASSINATURA | MCQUARRIE E F |
| AFILIAÇÕES | Santa Clara University |
| ORCID | 0000-0002-2713-1153 |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 14 |
| TOTAL DE CITAÇÕES | 181 |
| TOTAL COMO AUTOR | 14 |
| TOTAL COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 1987 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2014 |
| ÍNDICE H | 6 |
The Megaphone Effect in Social Media
Amassing an audience by blogging is a very recent form of online consumer behavior. Consumers not only seek community as earlier studies show, they also look for taste leadership from certain peers Fashion bloggers take hold of the Internet “megaphone” to broadcast and influence taste within an elaborate social and cultural process. It teaches us some general principles about the ways professional marketing is affected by these “citizen journalis…
The Megaphone Effect
The megaphone effect refers to the fact that the web makes a mass audience potentially available to ordinary consumers. The article focuses on fashion bloggers who acquire an audience by iterated displays of aesthetic discrimination applied to the selection and combination of clothing. The authors offer a theoretical account of bloggers’ success in terms of the accumulation of cultural capital via public displays of taste and describe how the exe…
Personification in Advertising
All forms of personification draw on anthropomorphism, the propensity to attribute human characteristics to objects. In an experiment, we show that visual personification—pictures in an ad that metaphorically represent a product as engaged in some kind of human behavior—can trigger anthropomorphism. Such personification, when embedded in an ad, appears to lead to more positive emotions, more positive attributions of brand personality, and greater…
Narrative and Persuasion in Fashion Advertising
Narrative transportation—to be carried away by a story—has been proposed as a distinct route to persuasion. But as originally conceived, narrative transportation is unlikely to occur in response to advertisements, where persuasive intent is obvious and consumer resistance is expected. We analyze fashion ads to show how narrative transportation can nonetheless be a possible response to ads, if specific aesthetic properties are present, most notabl…
Indirect Persuasion in Advertising
Indirect persuasion attempts are common in magazine advertisements. Although the use of an indirect claim presumably offers some advantage to an advertiser, as yet, little is known about how consumers process different types of indirect claims. We develop the proposition that when consumers are presented with an indirect metaphorical claim, they become more receptive to multiple positive inferences about the advertised brand. In addition, when th…
Beyond Visual Metaphor
The goal of rhetorical theory is always to organize the possibilities for persuasion within a domain and to relate each possible stratagem to specific desired outcomes. In this article we develop a visual rhetoric that differentiates the pictorial strategies available to advertisers and links them to consumer response. We propose a new typology that distinguishes nine types of visual rhetorical figures according to their degree of complexity and …
Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising
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 d…
Visual Rhetoric in Advertising
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 here—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 meani…
Figures of Rhetoric in Advertising Language
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 disti…
Contextual Influences on Ethnic Identity among Hawaiian Students in the Mainland United States
A sample of 19 residents of Hawaii were surveyed after their social context changed from majority group to minority group status as a result of relocation to the mainland United States to attend college. Multivariate statistical methods were used to evaluate the effects of group attitudes and length of residence in the mainland on ethnic identity and affiliative behavior. Results showed (a) an internalization of the perceived attitudes of mainlan…
On Resonance
Print ads exhibit resonance when they combine wordplay with a relevant picture to create ambiguity and incongruity. This article uses multiple perspectives and methods within a framework of critical pluralism to investigate advertising resonance. Semiotic text analyses, a content analysis of contemporary magazine ads, two experiments, and phenomenological interviews combine to yield insights into the operation, prevalence, impact and experience o…
Public Opinion Toward Computers as a Function of Exposure
A mail survey of registered voters in California examines attitudes toward computer technology. Among both users and non-users, more positive attitudes are associated with greater exposure to computers. The influence of exposure extends to specific opinions and values as well as global affect. The fact of exposure, not benefits received or self-selection, appears to be the key factor in this shift of attitude. The results suggest that a "computer…
The Factorial and Predictive Validities of a Revised Measure of Zaichkowsky's Personal Involvement Inventory
A shortened version of Zaichkowsky's (1985) 20-item Personal Involvement Inventory (Pll) was tested. Termed the Modified Personal Involvement Inventory (MPII), the new 16-item measure is an attempt to purge the PII of items potentially difficult to understand by non-college educated populations. The study investigates the psychometric properties of the MPII, as well as the extent to which the original factors of the Pll are stable with respect to…
Planned and actual spending among owners of home computers
The Megaphone Effect
The megaphone effect refers to the fact that the web makes a mass audience potentially available to ordinary consumers. The article focuses on fashion bloggers who acquire an audience by iterated displays of aesthetic discrimination applied to the selection and combination of clothing. The authors offer a theoretical account of bloggers’ success in terms of the accumulation of cultural capital via public displays of taste and describe how the exe…
Figures of Rhetoric in Advertising Language
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 disti…
Visual Rhetoric in Advertising
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 here—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 meani…
On Resonance
Print ads exhibit resonance when they combine wordplay with a relevant picture to create ambiguity and incongruity. This article uses multiple perspectives and methods within a framework of critical pluralism to investigate advertising resonance. Semiotic text analyses, a content analysis of contemporary magazine ads, two experiments, and phenomenological interviews combine to yield insights into the operation, prevalence, impact and experience o…
Narrative and Persuasion in Fashion Advertising
Narrative transportation—to be carried away by a story—has been proposed as a distinct route to persuasion. But as originally conceived, narrative transportation is unlikely to occur in response to advertisements, where persuasive intent is obvious and consumer resistance is expected. We analyze fashion ads to show how narrative transportation can nonetheless be a possible response to ads, if specific aesthetic properties are present, most notabl…
Contextual Influences on Ethnic Identity among Hawaiian Students in the Mainland United States
A sample of 19 residents of Hawaii were surveyed after their social context changed from majority group to minority group status as a result of relocation to the mainland United States to attend college. Multivariate statistical methods were used to evaluate the effects of group attitudes and length of residence in the mainland on ethnic identity and affiliative behavior. Results showed (a) an internalization of the perceived attitudes of mainlan…
Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising
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 d…
Planned and actual spending among owners of home computers
The Factorial and Predictive Validities of a Revised Measure of Zaichkowsky's Personal Involvement Inventory
A shortened version of Zaichkowsky's (1985) 20-item Personal Involvement Inventory (Pll) was tested. Termed the Modified Personal Involvement Inventory (MPII), the new 16-item measure is an attempt to purge the PII of items potentially difficult to understand by non-college educated populations. The study investigates the psychometric properties of the MPII, as well as the extent to which the original factors of the Pll are stable with respect to…
Planned and actual spending among owners of home computers
Public Opinion Toward Computers as a Function of Exposure
A mail survey of registered voters in California examines attitudes toward computer technology. Among both users and non-users, more positive attitudes are associated with greater exposure to computers. The influence of exposure extends to specific opinions and values as well as global affect. The fact of exposure, not benefits received or self-selection, appears to be the key factor in this shift of attitude. The results suggest that a "computer…
On Resonance
Print ads exhibit resonance when they combine wordplay with a relevant picture to create ambiguity and incongruity. This article uses multiple perspectives and methods within a framework of critical pluralism to investigate advertising resonance. Semiotic text analyses, a content analysis of contemporary magazine ads, two experiments, and phenomenological interviews combine to yield insights into the operation, prevalence, impact and experience o…
Figures of Rhetoric in Advertising Language
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 disti…
Contextual Influences on Ethnic Identity among Hawaiian Students in the Mainland United States
A sample of 19 residents of Hawaii were surveyed after their social context changed from majority group to minority group status as a result of relocation to the mainland United States to attend college. Multivariate statistical methods were used to evaluate the effects of group attitudes and length of residence in the mainland on ethnic identity and affiliative behavior. Results showed (a) an internalization of the perceived attitudes of mainlan…
Visual Rhetoric in Advertising
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 here—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 meani…
Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising
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 d…
Beyond Visual Metaphor
The goal of rhetorical theory is always to organize the possibilities for persuasion within a domain and to relate each possible stratagem to specific desired outcomes. In this article we develop a visual rhetoric that differentiates the pictorial strategies available to advertisers and links them to consumer response. We propose a new typology that distinguishes nine types of visual rhetorical figures according to their degree of complexity and …
Indirect Persuasion in Advertising
Indirect persuasion attempts are common in magazine advertisements. Although the use of an indirect claim presumably offers some advantage to an advertiser, as yet, little is known about how consumers process different types of indirect claims. We develop the proposition that when consumers are presented with an indirect metaphorical claim, they become more receptive to multiple positive inferences about the advertised brand. In addition, when th…
Narrative and Persuasion in Fashion Advertising
Narrative transportation—to be carried away by a story—has been proposed as a distinct route to persuasion. But as originally conceived, narrative transportation is unlikely to occur in response to advertisements, where persuasive intent is obvious and consumer resistance is expected. We analyze fashion ads to show how narrative transportation can nonetheless be a possible response to ads, if specific aesthetic properties are present, most notabl…
Personification in Advertising
All forms of personification draw on anthropomorphism, the propensity to attribute human characteristics to objects. In an experiment, we show that visual personification—pictures in an ad that metaphorically represent a product as engaged in some kind of human behavior—can trigger anthropomorphism. Such personification, when embedded in an ad, appears to lead to more positive emotions, more positive attributions of brand personality, and greater…
The Megaphone Effect
The megaphone effect refers to the fact that the web makes a mass audience potentially available to ordinary consumers. The article focuses on fashion bloggers who acquire an audience by iterated displays of aesthetic discrimination applied to the selection and combination of clothing. The authors offer a theoretical account of bloggers’ success in terms of the accumulation of cultural capital via public displays of taste and describe how the exe…
The Megaphone Effect in Social Media
Amassing an audience by blogging is a very recent form of online consumer behavior. Consumers not only seek community as earlier studies show, they also look for taste leadership from certain peers Fashion bloggers take hold of the Internet “megaphone” to broadcast and influence taste within an elaborate social and cultural process. It teaches us some general principles about the ways professional marketing is affected by these “citizen journalis…
Psychology (12 obras) · Advertising (9 obras) · Social Psychology (9 obras) · Business (8 obras) · Consumer Behavior in Brand Consumption and Identification (8 obras) · Computer Science (5 obras) · Linguistics (5 obras) · Sociology (5 obras) · Epistemology (4 obras) · Language, Metaphor, and Cognition (4 obras)