Rhetoric in advertising: attitudes towards schemes and tropes in text and image

Enschot, Renske van; Hoeken, Hans; Mulken, M.J.P. van

doi:10.1007/3-8350-5702-2_8

Cited by 5 publications

(8 citation statements)

References 17 publications

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“…Another reason for the cross-cultural similarities in visual metadiscourse that we found might be that visual communication norms in the United Kingdom and Dutch business cultures overlap. Multiple advertising studies, for instance, have also observed a nondistinctive use of visual rhetoric in U.K.-based and Dutch-based texts (Odekerken-Schröder, De Wulf, & Hofstee, 2002; van Enschot, Beckers, & van Mulken, 2009).…”

Section: Discussionmentioning

confidence: 99%

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Groot

Nickerson

Korzilius

et al. 2015

Journal of Business and Technical Communication

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Corporate documents increasingly rely on visual rhetoric to complement text. Although previous studies have indicated that companies’ local culture may be reflected in the images they employ, scholars have never systematically investigated the use of visual rhetoric as it is used across different business cultures. This study analyzes visual rhetoric using a new model of visual metadiscourse—a set of devices that designers use to convey meaning in order to influence the audience’s interpretation of the text. The study compares the visual metadiscourse in photos used in English management statements in the annual reports of Dutch and U.K. companies. The results show that metadiscourse is inherent not only in the written text of a corporate document but also in the visuals that a design team chooses to include. The results also indicate that despite some similarities, Dutch-based and U.K.-based statements contain differences in their use of visual metadiscourse. Several of these differences can be attributed to cultural differences between the Netherlands and the United Kingdom. The study underlines the applicability of the new model and warns international text designers not to overlook cultural differences in visual metadiscourse.

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Section: Discussionmentioning

confidence: 99%

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Groot

Nickerson

Korzilius

et al. 2015

Journal of Business and Technical Communication

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“…Rhetorical figures are often divided into schemes and tropes (e.g. McQuarrie & Mick, 1996, 2003aVan Enschot, 2006). Schemes are stylistic decorations at surface level (e.g.…”

Section: Rhetorical Figures In Tv Commercialsmentioning

confidence: 99%

“…Up until now, the typology of schemes and tropes has only been tested in print advertising (Leigh, 1994;Phillips & McQuarrie, 2002;Van Enschot, 2006;Van Mulken, 2003). Previous content analyses of TV commercials are all qualitative, based on carefully selected examples (e.g.…”

Section: Rhetorical Figures In Tv Commercialsmentioning

confidence: 99%

“…The use of rhetorical figures has been shown to be fruitful, both for the consumer and the advertiser. Rhetorical figures ensure longer retention (McQuarrie & Mick, 2003b;Tom & Eves, 1999;Toncar & Munch, 2001), and are often found more likeable than nonfiguration (e.g., McQuarrie & Mick, 1992, 2003bToncar & Munch, 2001;Van Enschot, 2006). Rhetorical figures are assumed to yield pleasure of processing, resulting in a more positive attitude towards the ad (cf.…”

Section: Effects Of Rhetorical Figures In Tv Commercialsmentioning

confidence: 99%

“…Several studies indicate that the use of rhetorical figures enhances ad likeability (e.g. McQuarrie & Mick, 1992, 2003bVan Enschot, 2006;Van Enschot, Hoeken, & Van Mulken, 2008). However, all of these studies are experiments, based on a limited number of carefully selected and constructed ads.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Rhetorical figures in TV commercials: The occurrence of schemes and tropes and their effects on commercial likeability

Enschot¹,

Beckers²,

Mulken³

2010

IDJ

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Studies on print advertising have demonstrated that the use of rhetorical devices enhances ad likeability (e.g., Van Enschot, Hoeken, & Van Mulken, 2008). In this study, content analysis data are mapped to real consumer response data obtained from a sample of 199 real-life TV commercials. The content analysis showed that schemes and tropes occur in almost all TV commercials, in the verbal, visual and verbopictorial mode. Tropes occur most often. Above this, commercials with tropes are liked better than commercials with schemes and commercials with scheme-trope combinations. Perceived comprehensibility does not influence the effect of commercials with tropes and scheme-trope combinations on commercial likeability.

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Rhetoric in advertising: Attitudes towards verbo-pictorial rhetorical figures

Enschot¹,

Hoeken²,

Mulken³

2008

IDJ

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A rhetorical figure (for instance the antithesis in “Come in and find out” in a Dutch perfume ad) communicates an advertising message in an artfully divergent way. Two types of rhetorical figures are frequently distinguished, namely schemes (superficial decorations such as rhyme and alliteration) and tropes (meaningful deviations such as metaphors and puns). However, until now little attention has been paid to rhetorical figures that can be found in combinations of text and image (i.e., verbo-pictorial rhetorical figures). In this article, an experiment and interviews are presented on the effects of non-rhetorical figures, verbo-pictorial schemes and verbo-pictorial tropes on attitudes towards advertisements. In the experiment, twelve real-life advertisements (4 per category: non-rhetorical figure, scheme, and trope) were presented to 92 participants. The results show that attitudes towards ads with verbo-pictorial tropes (and advertisements without rhetorical figures) are less favourable than those towards advertisements with verbo-pictorial schemes. This could be explained by the fact that relatively more participants failed to come up with successful interpretations of the ads with these tropes and that attitudes were less favourable towards advertisements that were unsuccessfully interpreted than towards advertisements that were successfully interpreted.

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Rhetoric in advertising: attitudes towards schemes and tropes in text and image

Cited by 5 publications

References 17 publications

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Rhetorical figures in TV commercials: The occurrence of schemes and tropes and their effects on commercial likeability

Rhetoric in advertising: Attitudes towards verbo-pictorial rhetorical figures

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