Beyond Visual Metaphor. a New Typology of Visual Rhetoric in Advertising
Marketing Theory http://mtq.sagepub.com/ Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising
Barbara J. Phillips and Edward F. McQuarrie Marketing Theory 2004 4: 113 DOI: 10.1177/1470593104044089 The online version of this article can be found at: http://mtq.sagepub.com/content/4/1-2/113
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Volume 4(1/2): 113–136 Copyright © 2004 SAGE www.sagepublications.com DOI: 10.1177/1470593104044089
articles
Beyond visual metaphor: A new typology of visual rhetoric in advertising
Barbara J. Phillips
University of Saskatchewan, Canada
Edward F. McQuarrie
Santa Clara University, USA
Abstract. The goal of rhetorical theory is always to organize the possibilities for persuasion within a domain and to relate each possible stratagem to specific desired outcomes. In this article we develop a visual rhetoric that differentiates the pictorial strategies available to advertisers and links them to consumer response. We propose a new typology that distinguishes nine types of visual rhetorical figures according to their degree of complexity and ambiguity. We then derive empirically testable predictions concerning how these different types of visual figures may influence such consumer responses as elaboration and belief change. The article concludes with a discussion of the importance of marrying textual analysis, as found in literary, semiotic and rhetorical disciplines, with the experimental methodology characteristic of social and cognitive psychology. Key Words advertising figurative speech image
Barbara J. Phillips and Edward F. McQuarrie Marketing Theory 2004 4: 113 DOI: 10.1177/1470593104044089 The online version of this article can be found at: http://mtq.sagepub.com/content/4/1-2/113
Published by: http://www.sagepublications.com Additional services and information for Marketing Theory can be found at: Email Alerts: http://mtq.sagepub.com/cgi/alerts Subscriptions: http://mtq.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://mtq.sagepub.com/content/4/1-2/113.refs.html
Downloaded from mtq.sagepub.com by Silvia Dumitru on October 11, 2010
Volume 4(1/2): 113–136 Copyright © 2004 SAGE www.sagepublications.com DOI: 10.1177/1470593104044089
articles
Beyond visual metaphor: A new typology of visual rhetoric in advertising
Barbara J. Phillips
University of Saskatchewan, Canada
Edward F. McQuarrie
Santa Clara University, USA
Abstract. The goal of rhetorical theory is always to organize the possibilities for persuasion within a domain and to relate each possible stratagem to specific desired outcomes. In this article we develop a visual rhetoric that differentiates the pictorial strategies available to advertisers and links them to consumer response. We propose a new typology that distinguishes nine types of visual rhetorical figures according to their degree of complexity and ambiguity. We then derive empirically testable predictions concerning how these different types of visual figures may influence such consumer responses as elaboration and belief change. The article concludes with a discussion of the importance of marrying textual analysis, as found in literary, semiotic and rhetorical disciplines, with the experimental methodology characteristic of social and cognitive psychology. Key Words advertising figurative speech image
Citations: http://mtq.sagepub.com/content/4/1-2/113.refs.html Downloaded from mtq.sagepub.com by Silvia Dumitru on October 11, 2010 113 Downloaded from mtq.sagepub.com by Silvia Dumitru on October 11, 2010 marketing theory 4(1/2) articles and Mick, 1996, 2003a; Scott, 1994a, 1994b) 114 Downloaded from mtq.sagepub.com by Silvia Dumitru on October 11, 2010 115 Downloaded from mtq.sagepub.com by Silvia Dumitru on October 11, 2010 116 Downloaded from mtq.sagepub.com by Silvia Dumitru on October 11, 2010