Can Consumers Cope With Visual Rhetorical Figures in Advertising?

Steven Andrews, University of Oregon, USA
Guang-Xin Xie, University of Massachusetts Boston, USA
We examined more closely how effectively consumers cope with visual metaphor compared to verbal ads as a persuasive tactic. Persuasion knowledge had virtually no effect on consumer coping with print ads using visual metaphors. This finding has strong implications regarding the persuasive power of visual rhetorical figures.
[ to cite ]:
Steven Andrews and Guang-Xin Xie (2011) ,"Can Consumers Cope With Visual Rhetorical Figures in Advertising? ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.