A laboratory study of the effect of verbal rhetoric versus repetition when consumers are not directed to process advertising
Edward F. McQuarrie and David Glen Mick
Rhetorical figures appear frequently in the headlines of magazine ads. This paper examines the effect of repetition on ads containing two types of rhetorical figures: easy-to-understand rhymes and challenging puns.
A laboratory study of the effect of verbal rhetoric versus repetition when consumers are not directed to process advertising
Edward F. McQuarrieSanta Clara University
David Glen MickUniversity of Virginia
INTRODUCTION
Contemporary consumers are deluged by...
