Construct · 1 fields · 1 citations

rhetorical figures in advertising: a standalone construct

One name. One construct. A landmark on the map.

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rhetorical figuresin advertising1 CONSTRUCTRhetorical figuresMCQUARRIE · ADVERTISING

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Advertising

artful deviations in ad language, such as rhymes, puns and metaphors, classified by how they depart from expectation.

In advertising, rhetorical figures in advertising refers to artful deviations in ad language, such as rhymes, puns and metaphors, classified by how they depart from expectation. This meaning comes from McQuarrie (1996) in Journal of Consumer Research.[1]

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Nearby constructs

expectation4 fields · 4 citationsjingle · one word, four constructs

References

  1. McQuarrie, E. F., & Mick, D. G. (1996). Figures of Rhetoric in Advertising Language. Journal of Consumer Research, 22(4), 424. https://doi.org/10.1086/209459

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