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

Enschot, Renske van; Beckers, C.; Mulken, M.J.P. van

doi:10.1075/idj.18.2.04ens

Cited by 7 publications

(5 citation statements)

References 27 publications

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“…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). Our second research objective was to explore whether local culture is reflected in the pictures included in these management statements.…”

Section: Discussionmentioning

confidence: 98%

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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: 98%

Picture This

Groot

Nickerson

Korzilius

et al. 2015

Journal of Business and Technical Communication

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“…Rhetorical figures (schemes, tropes) can also help to make sense of the effectiveness of early iPhone advertising. Research on rhetorical figures has linked people's enjoyment of deviations from "expected" language (e.g., use of alliteration and rhyme) and cleverness in expression (e.g., puns, metaphors) with a liking of the product being advertised (van Enschot, Beckers, & van Mulken, 2010;van Enschot & Hoeken, 2015). The effectiveness of the advertising that draws upon rhetorical figures seems to be the positive feelings that people have when they "decipher" the messages associated with the product being advertised.…”

Section: Apple's Storiesmentioning

confidence: 99%

Creating iPhone Dreams: Annihilating E-waste Nightmares

Good

2016

Canadian Journal of Communication

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This article explores how the iPhone phenomenon was born, the reality of electronic waste, and the annihilation of news frames that link our use of electronics and electronic waste. Media sources and Google queries were searched for stories about the iPhone and electronic waste. Symbolic annihilation, push-and-pull media, and agenda-setting theory’s obtrusive issues are used to explore the implications. The results indicate that stories about the iPhone are plentiful and stories about electronic-waste very few and far between. The results also clearly show that stories that make connections between iPhones and electronic waste are annihilated. This article highlights that the iPhone is an iconic and readily outdated example of the horrible “waste makers” we have become. The conclusion offers suggestions for ways forward.Cet article explore les origines du phénomène iPhone, la réalité des déchets électroniques, et l’annihilation de cadres journalistiques faisant le lien entre l’utilisation d’appareils électroniques et les déchets qui découlent de celle-ci. Pour ce faire, nous avons eu recours aux concepts suivants : l’annihilation symbolique, les médias push et pull et les questions imposantes dans le cadre de l’agenda setting (« mise à l’ordre du jour »). D’autre part, nous avons cherché dans les médias et sur Google des articles sur l’iPhone et les déchets électroniques. Nos résultats indiquent que les articles sur l’iPhone sont nombreux mais que ceux sur les déchets électroniques sont rares. Par surcroît, les résultats montrent clairement l’annihilation d’articles établissant un lien entre l’iPhone et les déchets électroniques. Cet article-ci souligne que l’iPhone est un exemple iconique, voué à une obsolescence perpétuelle, des gaspilleurs horribles que nous sommes devenus. La conclusion propose des pistes à suivre pour sortir de cette situation.

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“…The occurrence and impact of rhetorical figures have been studied mainly within the context of print advertising. However, Van Enschot, Beckers, and van Mulken (2010) show that the vast majority of television commercials contains tropes as well. Interpreting tropes in commercials may be more difficult because commercials contain more tropes as well as multimodal information.…”

Section: Renske Van Enschot and Hans Hoekenmentioning

confidence: 99%

“…The studies discussed previously have all focused on the use of tropes in print advertising. Van Enschot, Beckers, and van Mulken (2010) show that tropes are a popular ingredient of television commercials as well. Approximately 82% of the commercials analyzed contained at least one trope.…”

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confidence: 99%