Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising

By Barbara J. Phillips, Edward F. McQuarrie. 2004

462 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/f9077617b2a4d9aa31f1515f9d1fc38cf5997a29

How researchers see this paper

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

In Experimental and Cognitive Psychology

1. Margot van Mulken
2. Se‐Hoon Jeong
3. Edward F. McQuarrie
4. Barbara J. Phillips
5. Andreu van Hooft
6. Ulrike Nederstigt
7. Marjorie Delbaere
8. Ching-Ting Yen

In Literature and Literary Theory

1. Margot van Mulken
2. Andreu van Hooft
3. Ulrike Nederstigt
4. Barbara J. Phillips
5. Marjorie Delbaere
6. Se‐Hoon Jeong
7. Edward F. McQuarrie
8. Ching-Ting Yen

In Marketing

1. Margot van Mulken
2. Edward F. McQuarrie
3. Se‐Hoon Jeong
4. Andreu van Hooft
5. Ulrike Nederstigt
6. Barbara J. Phillips
7. Marjorie Delbaere
8. Chun-Tuan Chang

Citations in the corpus

• Missing Ingredients in Metaphor Advertising: The Right Formula of Metaphor Type, Product Type, and Need for Cognition (2013, background): “Some metaphors are less familiar to consumers and require more effort before they can be comprehended (Phillips and McQuarrie 2004).”
• Finding the Tipping Point: Visual Metaphor and Conceptual Complexity in Advertising (2014, methodology): “On the basis of McQuarrie and Mick (1996, 1999) and Phillips and McQuarrie (2004), we decided to include a measure for conventionality.”
• Personification in Advertising (2011, methodology): “Each image pair had the same product identifier and all eight images took the form of a visual metaphor as discussed in McQuarrie and Mick (1999) and Phillips and McQuarrie (2004).”
• Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric? (2008, background): “…1994); Dexter shoe advertisement included an image of a bed to suggest that the shoe brand is comfortable as a bed; and Reflex sports racquet advertisement had an image of a shark to claim that the racquet will help one become a fierce and aggressive competitor (see Phillips and McQuarrie, 2004).”