INDIRECT PERSUASION IN ADVERTISING: How Consumers Process Metaphors Presented in Pictures and Words

By Edward F. McQuarrie, Barbara J. Phillips. 2005

387 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/90a08d1511e46054b580ddb81e36b903e4bb2973

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Margot van Mulken
2. Andreu van Hooft
3. Ulrike Nederstigt
4. Barbara J. Phillips
5. Soon Ang
6. Elison Ai Ching Lim
7. Marjorie Delbaere
8. Amanda J. Broderick

In Marketing

1. Margot van Mulken
2. Edward F. McQuarrie
3. Andreu van Hooft
4. Ulrike Nederstigt
5. Barbara J. Phillips
6. Elison Ai Ching Lim
7. Soon Ang
8. Marjorie Delbaere

In Sociology and Political Science

1. Soon Ang
2. Elison Ai Ching Lim
3. Amanda J. Broderick
4. Stéphanie Feiereisen
5. V. Wong
6. Barbara J. Phillips
7. Edward F. McQuarrie

Citations in the corpus

• Personification in Advertising (2011, background): “Callcott, Margaret F., and Barbara J. Phillips (1996), “Elves Make Good Cookies: Creating Likable Spokes-Character Advertising,” Journal of Advertising Research, 36 (September/ October), 73–79.”
• Finding the Tipping Point: Visual Metaphor and Conceptual Complexity in Advertising (2014, background): “The McQuarrie and Mick (19966) framework is based on relevance theory (Sperber and Wilson 1995; see also McQuarrie and Phillips 2005), which claims that recipients will always assume that a message provides an optimal balance between cognitive effects and the effort required for processing. Receiver”
• The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes (2006, methodology): “Specifically, the use of metaphors expands dimensional thinking (MacInnis 2004), enhances ad responses (McQuarrie and Mick 1999; McQuarrie and Phillips 2005; Tom and Eves 1999), and leads to more extensive ad processing (Toncar and Munch 2001).”
• Analogies and Mental Simulations in Learning for Really New Products: The Role of Visual Attention (2008, positive): “A product description using text usually stimulates strong implicatures, whereas one using pictures can fuel a range of weak implicatures, as visuals tend to be opened to multiple interpretations (McQuarrie and Phillips, 2005).”