By Edward F. McQuarrie, Barbara J. Phillips
ISBN-10: 076561801X
ISBN-13: 9780765618016
ISBN-10: 0765621339
ISBN-13: 9780765621337
Rhetorical scholarship has came across wealthy resource fabric within the disciplines of advertisements, communications study, and patron habit. advertisements, regarded as a type of communique, is wonderful by way of its specialize in inflicting motion. Its aim isn't just to converse principles, train, or convince, yet to maneuver a prospect in the direction of a purchase order. The editors of "Go determine! New instructions in advertisements Rhetoric" were concerned with constructing the scholarship of ads rhetoric for a few years. during this quantity they've got assembled the most up-tp-date and authoritative new views in this subject. The bankruptcy authors all current formerly unpublished ideas that signify advances past what's already identified approximately ads rhetoric. within the starting and shutting chapters editors Ed McQuarrie and Barbara Phillips supply an integrative view of the present cutting-edge in ads rhetoric.
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Additional resources for Go Figure!: New Directions in Advertising Rhetoric
Example text
However, in response to this figure, viewers reported high levels of counterarguing (as well as low attitude toward the ad and low brand attitude). It appears that the self-report measure of counterarguing was at least partially reflective of a more general evaluation by the participant, such as attitude toward the ad or attitude toward the brand, instead of the extent to which the participant counterargued. Therefore, the results from the self-report measure of counterarguing are inconclusive. More direct evidence was obtained by Brennan and Bahn (2006), who used a traditional thought-listing task to determine whether including a rhetorical figure in REDISCOVERING THEORY 37 an ad inhibited counterarguing.
Thus, if recipients with high motivation view an ad with weak arguments and are persuaded, it can be said that the recipients’ counterarguing has been inhibited. 38 THE STARTING BOX One study using this method found that adding rhetorical figures inhibited counterarguing. When Petty, Cacioppo, and Heesacker (1981) exposed highly motivated recipients to a message with weak arguments, they observed that adding rhetorical figures to the message caused an increase in attitude, a decrease in the number of counterarguing thoughts reported in a thought-listing task, and greater distraction as indicated by a self-report measure.
For he is made aware of his own intellect through you, who have given him the opportunity to be intelligent” (On Style 222). More than simple pleasure, this hypothesis is that comprehension (presumably comprehension that was difficult to achieve) gives the recipient an opportunity for self-congratulation for having been sufficiently knowledgeable, creative, and insightful to comprehend the figure. 2, no empirical studies have been reported in the modern literature that provides a specific test of this ancient hypothesis.
Go Figure!: New Directions in Advertising Rhetoric by Edward F. McQuarrie, Barbara J. Phillips
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