Consumer Responses to Tropes in Print Advertising

Autor:	James M. Munch, Mark Toncar
Rok vydání:	2001
Předmět:	Marketing Print advertising Communication Advertising Meaning (existential) Business and International Management Psychology Figure of speech
Zdroj:	Journal of Advertising. 30:55-65
ISSN:	1557-7805 0091-3367
Popis:	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 using tropes can significantly enhance the effectiveness of a print ad, making the ad more persuasive and more memorable. However, the effectiveness of tropes seems limited to low involvement settings. The authors suggest that advertisers can employ tropes to overcome some of the difficulties associated with advertising to disinterested consumers.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::40faca99acf1c6026d783689ac74504a https://doi.org/10.1080/00913367.2001.10673631 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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