Visual and Verbal Rhetorical Figures Under Directed Processing Versus Incidental Exposure to Advertising

By Edward F. McQuarrie, David Mick. 2003

268 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/00147b155c3582d1ad355657e52ac900932d1af4

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In Experimental and Cognitive Psychology

In Literature and Literary Theory

In Marketing

Citations in the corpus

Puns, relevance and appreciation in advertisements (2005, background): “Puns can provide this pleasurable experience in several related ways (cf. Tanaka, 1994; McQuarrie and Mick, 1999, 2003; Tom and Eves, 1999).”
“Wii Will Rock You!” The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption (2013, background): “…language elicit more positive attitudes toward the ad and the product, compared with advertising that does not employ figurative language (McQuarrie and Mick 1999, 2003; McQuarrie and Phillips 2005; Phillips and McQuarrie 2009), and that this positive effect occurs across product…”
Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising (2004, methodology): “Outcomes of artful deviation A key assumption underlying the typology is that visual rhetorical figures in advertising, ceteris paribus and on average, will have the same positive impact on consumer response as demonstrated for verbal rhetorical figures (McQuarrie and Mick, 2003a).”
Using Stylistic Properties of Ad Pictures to Communicate with Consumers (2005, methodology): “This magazine was derived from one developed by McQuarrie and Mick (2003) except that it was presented online and included the cereal ad.”
We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes toward Brands (2012, methodology): “…Role of Cognitive Elaboration Prior research indicates that people are more sensitive to subtle influences, including linguistic components in a communication, when they are motivated to process the information carefully (McQuarrie and Mick 2003; Meyers-Levy and Peracchio 1996; Petty et al. 2008).”