Can Consumers Cope With Visual Rhetorical Figures in Advertising?

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.


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.


Steven Andrews, University of Oregon, USA
Guang-Xin Xie, University of Massachusetts Boston, USA


NA - Advances in Consumer Research Volume 38 | 2011

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