… Many tropes, particularly metaphors and puns effected in a single word, can be understood
as deviant selections. Thus, in the Jergens skin care headline (Table 2) "Science you can …

… Hence, for purposes of examining the interaction between visual style of processing and
the effectiveness of the visual rhetoric treatment, we used only the sum of the II-item subscale …

The megaphone effect refers to the fact that the web makes a mass audience potentially
available to ordinary consumers. The article focuses on fashion bloggers who acquire an …

… We use a more narrow definition, related to McQuarrie's verbal-visual resonance, to strengthen
the correspondence between our theoretical foundations and the specific empirical tests …

The goal of rhetorical theory is always to organize the possibilities for persuasion within a
domain and to relate each possible stratagem to specific desired outcomes. In this article we …

Indirect persuasion attempts are common in magazine advertisements. Although the use of
an indirect claim presumably offers some advantage to an advertiser, as yet, little is known …

… The elaboration effect has been shown to be stronger for visually presented rhetorical figures
(McQuarrie and Mick 1999), including visual metaphors (McQuarrie and Phillips 2005). Of …

Narrative transportation—to be carried away by a story—has been proposed as a distinct
route to persuasion. But as originally conceived, narrative transportation is unlikely to occur in …

Four shortcomings of the Product Involvement Inventory published by Zaichkowsky (1985)
are identified: usability, discriminant validity, criterion validity and construct validity. A revised …

This re-inquiry examines the robustness of research showing that rhetorical figures such as
rhyme and metaphor can have a positive impact on consumer response to advertising. Prior …