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

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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands