Rhetorical figures in TV commercials: The occurrence of schemes and tropes and their effects on commercial likeability

Enschot, Renske van; Beckers, Cyrella; van Mulken, Margot

doi:10.1075/idj.18.2.04ens

Article published In: Information Design Journal
Vol. 18:2 (2010) ► pp.–

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Rhetorical figures in TV commercials: The occurrence of schemes and tropes and their effects on commercial likeability

Renske van Enschot

Cyrella Beckers

Margot van Mulken

Published online: 28 October 2010

https://doi.org/10.1075/idj.18.2.04ens

Cited by (4)

Cited by four other publications

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Van Stee, Stephanie K.

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Burgers, Christian, Elly A. Konijn, Gerard J. Steen & Marlies A.R. Iepsma

2015. Making ads less complex, yet more creative and persuasive: the effects of conventional metaphors and irony in print advertising. International Journal of Advertising 34:3 ► pp. 515 ff.

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2015. The Occurrence and Effects of Verbal and Visual Anchoring of Tropes on the Perceived Comprehensibility and Liking of TV Commercials. Journal of Advertising 44:1 ► pp. 25 ff.

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