Consumer Responses to Tropes in Print Advertising

This research investigates the effects of a specific type of figure of speech in print advertising. The figures of speech, tropes, are indirect or irregular statements, such as puns or metaphors, that require viewers to make inferences to understand their intended meaning. The results suggest that u...

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Bibliographische Detailangaben
Veröffentlicht in:	Journal of advertising 2001-03, Vol.30 (1), p.55-65
Hauptverfasser:	Toncar, Mark, Munch, James
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising research Attitude (Psychology) Attitudes Automobile industry Beliefs, opinions and attitudes Cognition Cognitive science Competition Consumer advertising Consumer research Consumers Effectiveness Figures of speech Investigations Literary tropes Magazine advertising Manufacturers Marketing industry Marketing management Memory Motivation research Newspaper advertising Persuasion (Psychology) Planning Pretests Print advertising Psychological attitudes Speech Statistical analysis Studies
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