On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric

  title={On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric},
  author={Edward F. Mcquarrie and David Mick},
  journal={Journal of Consumer Research},
Print ads exhibit resonance when they combine wordplay with a relevant picture to create ambiguity and incongruity. This article uses multiple perspectives and methods within a framework of critical pluralism to investigate advertising resonance. Semiotic text analyses, a content analysis of contemporary magazine ads, two experiments, and phenomenological interviews combine to yield insights into the operation, prevalence, impact and experience of resonance. Specifically, the two experiments… Expand

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