Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising

This re-inquiry examines the robustness of research showing that rhetorical figures such as rhyme and metaphor can have a positive impact on consumer response to advertising. Prior empirical research explicitly directed subjects to process the ads and generally examined either visual or verbal rhetoric, but not both. We embedded ads containing visual and verbal figures in a 32-page magazine designed to be interesting to subjects and manipulated directed processing or incidental exposure to the ads. Ads with figures were recalled more often and liked better. Visual figures were more effective regardless of processing condition, whereas verbal figures performed better only when subjects were directed to process the ads. Copyright 2003 by the University of Chicago.