Impact of Product Pictures and Brand Names on Memory of Chinese Metaphorical Advertisements

Abstract

Researchers typically classify metaphorical advertisements in the printed media as contradictory associations (Leigh, 1994) or as destabilization tropes (McQuarrie & Mick, 1996). Although a metaphor is a kind of unstable trope model, the rhetorician believes that a metaphor contains strong persuasive power (McQuarrie & Mick, 1996; Morgan & Reichert, 1999… (More)

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