Visual and verbal rhetoric in advertising: the case of ‘resonance’

Vlasis Stathakopoulos, Ioannis G. Theodorakis and Eleni Mastoridou

There has been a growing stream of research focusing on the application of rhetorical figures in advertising.

Visual and verbal rhetoric in advertising: the case of 'resonance'

Vlasis Stathakopoulos, Ioannis G. Theodorakis and Eleni MastoridouAthens University of Economics and Business

INTRODUCTION

Advertising is an important means by which economic enterprises communicate with both their current and potential customers. A decades-old question is how effective it can be in terms of persuasion. Recently, there has been a growing body of research that centres on the use of advertising rhetoric, in hope of providing a further piece to the puzzle. Indeed, scholars have asserted that rhetorical devices are frequently applied in advertising and that such devices play an...

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