The role of visual hyperbole in advertising effectiveness

Journal of Current Issues and Research in Advertising

Volumn 29, Issue 2, 2007, Pages 1-14

  Callister, Mark A ^a   Stern, Lesa A ^b  

^a BRIGHAM YOUNG UNIVERSITY   (United States)

^b WESTMONT COLLEGE   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84986068170     PISSN: 10641734     EISSN: 21647313     Source Type: Journal    
DOI: 10.1080/10641734.2007.10505212     Document Type: Article

References (33)

1. Burgoon, Judee K., David B. Buller, and W. Gill Woodall (1996), in Nonverbal Communication: The Unspoken Dialogue, New York: McGraw-Hill.
2. Calfee, John E. and Debra J. Ringold (1994), "The Seventy Percept Majority: Enduring Consumer Beliefs About Advertising," Journal of Public Policy and Marketing, 13 (Fall), 228-238.
3. Campbell, Margaret (1995), "When Attention-Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments," Journal of Consumer Psychology, 4 (3), 225-254.
4. Callister, M. and J. Dallinger (1997), "Relevancy and Expectancy: Incongruency's Effect on Consumer Processing of Print Ads," paper presented at the National Communication Association (NCA) Conference, Visual Communication Division, Chicago, IL.
5. Colston, Henry L. and Shauna B. Keller (1998), "You'll Never Believe This: Irony and Hyperbole in Expressing Surprise," Journal ofPsycholinguistic Research, 27 (July), 499-513.
6. Dahl, Darren W., Amitava Chattopadhyay, and Gerald J. Gom (1999), "The Use of Visual Mental Imagery in New Product Design," Journal of Marketing Research, 36 (February), 11-29.
7. Davidson, D. Kirk (1995), "Marketers Respond to Virtual Reality," Marketing News, 29 (March), 10.
8. Duncan, Tom (2005), Principles of Advertising and 1MC, New York: McGraw-Hill/Irwin.
9. Kardes, Frank R., John Kim, and Jeen-Su Lim (1994), "Moderating Effects of Prior Knowledge on the Perceived Diagnosticity of Beliefs Derived from Implicit Versus Explicit Product Claims," Journal of Business Research, 29 (March), 219-224.
10. McQuarrie, Edward F. and David G. Mick (1992), "On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric," Journal of Consumer Research, 19 (September), 130-197.
11. McQuarrie, Edward F. and David G. Mick (1996), "Figures of Rhetoric in Advertising Language," Journal of Consumer Research, 22 (March), 424-438.
12. McQuarrie, Edward F. and David G. Mick (1999), "Visual Rhetoric in Advertising: Text Interpretations, Experimental, Reader Response Methodologies," Journal of Consumer Research, 26 (June), 37-54.
13. McQuarrie, Edward F. and David G. Mick (2003a), "Visual and Verbal RhetoricalFigures Under Directed Processing Verses Incidental Exposure to Advertising," in Journal of Consumer Research, 29 (March), 579-587.
14. McQuarrie, Edward F. and David G. Mick (2003b), "The Contribution of Semiotic and Rhetorical Perspective to the Explanation of Visual Persuasion in Advertising," in Persuasive Images: A Consumer Response Perspective, Linda M. Scott and Rajeev Batra, eds., Mahwah, NJ: Lawrence Erlbaum Associates, 191-221.
15. McQuarrie, Edward F. and Barbara Phillips (2005), "Indirect Persuasion in Advertising: How Consumers Process Metaphors Presented in Pictures and Words," Journal of Advertising, 34 (Summer), 7-21.
16. Mick, David G. (1992), "Levels of Subjective Comprehension in Advertising Processing and their Relations to Ad Perceptions, Attitudes, and Memory," Journal of Consumer Research, 18 (March), 411-424.
17. Morgan, Susan E. and Tom Reichert (1999), "The Message is in the Metaphor: Assessing the Comprehension of Metaphors in Advertisements," Journal of Advertising, 28 (Winter), 1-12.
18. Obermiller, Carl and Eric R. Spangenberg (1998), "Development of a Scale to Measure Consumer Skepticism Toward Advertising," Journal of Consumer Psychology, 7 (2), 159-186.
19. Obermiller, Carl and Eric R. Spangenberg (2000), "On the Origin and Distinctiveness of Skepticism Toward Advertising," Marketing Letters, 11 (November), 311-322.
20. Obermiller, Carl, and Douglas L. MacLachlan (2005), "Ad Skepticism: The Consequences of Disbelief," Journal of Advertising, 34 (Fall), 7-17.
21. Pawlowski, Donna R., Diane M. Badzinski, and Nancy Mitchell (1998), "Effects of Metaphors on Children's Comprehension and Perception of Print Advertisements," Journal of Advertising, 27 (Summer), 83-98.
22. Peracchio, Laura A. and Joan Meyers-Levy (1994), "How Ambiguous Cropped Objects in Ad Photos Can Affect Product Evaluations," Journal of Consumer Research, 21 (June), 190-204.
23. Phillips, Barbara (1997), "Thinking into it: Consumer Interpretation of Complex Advertising Images," Journal of Advertising, 26 (Summer), 77-87.
24. Phillips, Barbara (2000), "The Impact of Verbal Anchoring on Consumer Response to Image Ads," Journal of Advertising, 29 (Spring), 15-24.
25. Phillips, Barbara (2003), "Understanding Visual Metaphor in Advertising," in Persuasive Images: A Consumer Response Perspective, Linda M. Scott and Rajeev Batra, eds., Mahwah, NJ: Lawrence Erlbaum Associates, 297-310.
26. Phillips, Barbara and Edward F. McQuarrie (2002), "The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements 1954-1999," Journal of Advertising, 31 (Winter), 1-13.
27. Phillips, Barbara and Edward F. McQuarrie (2004), "Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising," Marketing Theory, 4 (June), 113-136.
28. Pieters, Rik G., Edward Rosbergen, and Michel Hartog (1996), "Visual Attention to Advertising: The Impact of Motivation and Repetition," in Advances in Consumer Research, Kim P. Corfman and John G. Lynch, Jr., eds., Provo, Utah: Association for Consumer Research, 242-248.
29. Roberts, Richard and Roger J. Kreuz (1994), "Why do People Use Figurative Language?" Psychological Science, 5 (May), 159-163.
30. Scott, Linda M. (1994a), "Images in Advertising: The Need for a Theory of Visual Rhetoric," Journal of Consumer Research, 21 (September), 252-273.
31. Scott, Linda M. (1994b), "Bridge from Text to Mind: Adaptation of Reader-Response Theory," Journal of Consumer Research, 21 (December), 461-480.
32. Tom, Gail and Anmarie Eves (1999), "The Use of Rhetorical Devices in Advertising," Journal of Advertising Research, 28 (July/August), 39-43.
33. Toncar, Mark and James Munch (2001), "Consumer Responses toTropes in Print Advertising," Journal of Advertising, 30 (Spring), 55-65.