Text Interpretations, two experiments, and a set of reader-response interviews examine the
impact of stylistic elements in advertising that form visual rhetorical figures parallel to those …

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 …

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 …

Although a two‐component model of product involvement is widely accepted, research has
not studied how enduring and situational involvement combine to affect consumer responses…

Most brands are represented visually in print advertisements, and these visual representations
must consistently identify the brand to the consumers who encounter it. At the same time, …

We examine how the style of magazine advertisements changed between 1969 and 2002,
using ads included in the Which Ad Pulled Best? (WAPB) editions published over that period. …

A rhetorical figure can be defined as an artful deviation in the form taken by a statement. Since
antiquity dozens of figures have been cataloged, ranging from the familiar (rhyme, pun) to …

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 …

Print ads exhibit resonance when they combine wordplay with a relevant picture to create
ambiguity and incongruity. This article uses multiple perspectives and methods within a …