The Impact of Visual and Verbal Rhetoric in Advertising on Mental Imagery and Recall
Nabil Mzoughi, Samar Abdelhak

Abstract
Rhetoric, considered for a long time as reserved only for a verbal discourse, is applied to image in advertising. This research tests the impact of stylistic elements in advertising that form visual and verbal rhetorical figures on imagery and recall. The visual and verbal figures examined here produce more mental images and led to a more favorable attitude toward the ad. This stylistic device affects the ad memorization. However, the ability of mental imagery contributes to enhance the recall of advertising messages using figures of rhetoric. Involvement had a moderating effect on the relationship between rhetorical figures and attitude toward the advertisement.

Full Text: PDF