Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing

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Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions (2004, background): “Recent research (Mothersbaugh et al. 2002) reveals that rhetorical headings do not seem to represent a high level of deviation.”
How Far Can a Brand Stretch? Understanding the Role of Self-Construal (2008, background): “Prior research indicates that when presented with a question in the ad heading, respondents are motivated to answer it covertly by elaborating on the message content (Ahluwalia and Burnkrant 2004; McQuarrie and Mick 1996; Mothersbaugh, Huhmann, and Franke 2002).”
Visual and Verbal Rhetorical Figures Under Directed Processing Versus Incidental Exposure to Advertising (2003, background): “…1985; Dingena 1994; Durand 1987; Forceville 1994; Howard 1990; Leigh 1994; McGuire 2000; McQuarrie 1989; McQuarrie and Mick 1992, 1996, 1999; Mothersbaugh, Huhmann, and Franke 2002; Munch and Swasy 1988; Phillips 1997; Scott 1994; Stern 1989; Swasy and Munch 1985; Tom and Eves 1999; Toncar…”
Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising (2004, background): “One possibility is that the effects of layering are additive, so that the net effect of an ad with a layered figure will be similar to that of an ad with a very complex and/or very rich single figure (Mothersbaugh et al., 2002).”