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- Title
Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing.
- Authors
Mothersbaugh, David L.; Huhmann, Bruce A.; Franke, George R.
- Abstract
Previous research demonstrates that rhetorical figures differentially affect the extent of ad processing. Specifically, tropes (a type of figure) deviate more from expected language use than schemes, with the greater deviation yielding more extensive ad processing. We extend previous research in two ways by focusing on the incongruity differences that exist between schemes and tropes. Study 1 uses syndicated data (Starch readership scores) to test how figures combine to affect the extent of processing. Results show that when figures leverage unique mechanisms (i.e., schemes and tropes), their combination yields incremental processing gains. Alternatively, when figures leverage redundant mechanisms (e.g., multiple tropes), their combination yields no incremental processing. Study 2 is an experiment that tests how figures separate in affecting the focus of ad processing. Results show that schemes generate a generalized focus on the entire ad, including both ad-stylistic and message-related aspects, while tropes generate a more selective focus on message-related aspects.
- Subjects
FIGURES of speech; INFORMATION processing; ADVERTISING copy; MESSAGE design logic theory; READERSHIP surveys; RHETORIC &; psychology; SEMANTIC networks (Information theory); COGNITIVE processing of language; RECALL (Information retrieval); MOOD manipulation; PSYCHOLOGY
- Publication
Journal of Consumer Research, 2002, Vol 28, Issue 4, p589
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/338211