Towards a New Typology For Visual and Textual Rhetoric in Print Advertisements

Several studies have shown that rhetorical figures enhance the appreciation of print advertisements. In order to predict the effect of these figures, a typology of figures in relation to their complexity and deviation is required. McQuarrie & Mick (1996, 1999, 2003) have been the first to combine text-interpretive analysis with consumer response. In this paper an expanded model, based on McQuarrie & Mick’s, will be presented and tested. With the help of semiotic content analysis a large sample of 600 ads will be used to test the validity, interrater reliability and feasibility of the taxonomy. Results show that the integration of verbo-pictorial figures in the rhetoric framework for print advertising deserves to be considered.


Margot Van Mulken and Ilja Kok (2005) ,"Towards a New Typology For Visual and Textual Rhetoric in Print Advertisements", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 59-65.


Margot Van Mulken, Radboud University Nijmegen
Ilja Kok, Radboud University Nijmegen


E - European Advances in Consumer Research Volume 7 | 2005

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