Impact of Verbal and Visual Rhetoric in Advertising on Consumers’ Response

Abstract

Rhetorical figures are linguistic tools that tend to have a great influence on consumers’ response and help in the persuasion process. The deviation caused by rhetorical figures evokes the audiences’ feelings and increases their elaboration and attitude towards the advertisement. Advertisers use verbal and visual rhetorical figures to communicate their messages. The present study analyzes a corpus of 10 advertisements to find out the rhetorical devices used in them. In addition, it tests the impact of verbal versus visual structures to find out which of them is more persuasive and more favorable for consumers. The study conducts a questionnaire to test the impact of using verbal and visual components in the advertisements and to find out which of them is more persuasive and more favorable for the consumers. Results have shown that processing verbal-visual advertisements showed more pleasure and favorable attitude toward the advertisements.