Figures of Rhetoric in Advertising Language
Bibliographic Data
| ID | 2958741 |
|---|---|
| Authors | Edward F Mcquarrie (0000-0002-2713-1153, Santa Clara University), David Glen Mick |
| Year | 1996 |
| Volume | 22 |
| Issue | 4 |
| Pages | 424 |
| Publication date | 1996-03-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/209459 |
| OpenAlex | W2041785371 |
| Language | EN |
| Citations received | 129 |
| References cited | 18 |
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
Advertising · Art · Business · Linguistics · Media studies · Rhetoric · Sociology · Classics · History · Language, Metaphor, and Cognition · Lexicography and Language Studies · Literature, Language, and Rhetoric Studies · Philosophy
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| Unique citing works | 129 |
|---|---|
| Citations per year | 3,79 |
| Citation span | 1992 - 2026 (35) |
| Citation velocity | current |
| Highly cited | Yes |
| Citation types | Neutral: 115 |