Rhetorical figures such as rhyme, alliteration, metaphor, and hyperboles are used to express familiar content in an unexpected way. Especially in advertising, rhetorical figures are used in both the verbal and the visual part of the message. The question is how and under which conditions rhetorical figures can contribute or hinder the success of persuasive documents. In the research project Visual Metaphor: A Psycholinguistic Perspective (funded by NWO, the Netherlands Organization for Scientific Research) the issue is addressed to what extent knowledge on how verbal metaphors are processed is relevant to our understanding of how visual metaphors are processed.
Hoeken, H., Swanepoel, P. H., Saal, E. O., & Jansen, C. (in press). Using Message Form to Stimulate Conversations: The Case of Tropes. Communication Theory, 19,
Enschot, R. van, Hoeken, H., & Mulken, M. van (2008). Rhetoric in advertising: Attitudes towards verbo-pictorial figures. Information Design Journal, 16, 35-45.
Mulken, M. van, Enschot, R. van, & Hoeken, H. (2005). Puns, relevance and appreciation in advertisements. Journal of Pragmatics, 37, 707-721.
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