In thinking further about my comp, I decided to explore the use of figurative language in advertisements. Rhetorical figures can be arranged and divided based on properties and characteristics. At the highest level, a rhetorical figure is an artful deviation. The next level divides rhetorical figures into tropes and schemes. Tropes deviate from a consumers' expectations through the non-literal use of words, while schemes use literal words to deviate from expectations. Finally, tropes and schemes are divided into categories by their rhetorical operations, which is either simple or complex. Schemes are divided into repetition (simple) and reversal (complex). Examples of schemes include: Rhyme, alliteration, both simple and antimetabole and antithesis, both complex. Tropes are divided into the categories of substitution (simple) and destabilization (complex). Some examples include: Hyperbole and ellipsis, both simple and metaphor and pun, both complex. For my comp, I have decided to explore the use of tropes in advertising (metaphor and hyperbole). Also, if I am ambitious, I might explore the use of a scheme (rhyme) because no research has been done in this area.
For my exploring the field, I chose an article written by Mark Toncar and James Munch. These two researchers looked at the use of tropes in print advertising. The results show that using tropes can significantly enhance the effectiveness of a print ad, making it more persuasive and memorable.
The article describes the level of cognitive processing that the consumer must take part in when looking at an ad. It is divided into four levels. Levels 1 and 2 are basic processing because the message represents the literal meaning of the text used; however, levels 3 and 4 require deeper levels of thinking and processing. The viewer must comprehend the message then create their own interpretation about the information presented. Tropes fall into the third and fourth processing levels. Also, the level of involvement may play a role in the use of tropes in advertising. High involvement audiences invest a lot of energy in understanding the ad, while low involvement audiences may not care as much. Finally, high involvement products, such as purchasing a new car or something that could change your lifestyle, require more time and effort into searching for the right one. Low involvement products, such as items you buy on a daily basis do no require as much cognitive effort.
Researchers predicted that the use of tropes will result in more favorable product attitude in low involvement subjects. Also, the use of tropes will increase the attitude toward the ad among low involvement subjects. Finally, tropes will be processed more deeply than explicit claims.
Twenty-five product claims were developed, some with explicit messages and some using tropes. After viewing one of the ads, participants wrote down what they were thinking while viewing the ad, their reactions to the ad, and finally, attitude toward the product. All three hypotheses were supported in the results.
One limitation mentioned in the study was that it does not attempt to isolate the effects of individual trope types, which is something that I am tryong to focus on in my study.
Toncar, M., & Munch, J. (2001). Consumer responses to tropes in print advertising. Journal of Advertising, 30(1), 55-65. Retrieved from www.csa.com
Comments (3)
Great addition to your project (and I love the mixed metaphor bingo picture!). So, looks like there are some decisions to be made regarding the kind of product you are going to use and what kind of audience you are going to have. Since those are not variables of interest to you, you are going to have to consider how to keep them constant across the conditions of your language manipulation.
Posted by Prof Knupsky | March 31, 2009 8:57 AM
Posted on March 31, 2009 08:57
I'm curious to know if you completed this project and if so, how did it turn out? I'd be very interested in reading it.
Posted by mark toncar | August 5, 2009 11:12 AM
Posted on August 5, 2009 11:12
Mr. Toncar,
I will be working on this project from now until March 2010. I would be happy to update you on my progress as I am completing it. If you have any insight or studies that may be helpful I would very much appreciate your input.
Posted by Brittany | August 5, 2009 10:24 PM
Posted on August 5, 2009 22:24