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Rhetorical Maneuvers in a Controversial Tide: Assessing the Boundaries of Advertising Rhetoric

Year: 2014

Type: article

Abstract: Despite strong evidence on the effectiveness of advertising rhetoric, the extant literature has not theorized or empirically assessed conditions under which this effectiveness may be nullified. The present research argues that the application of rhetoric in advertisements grounded in controversial topics such as violence and eroticism may be ineffective. Results from two studies suggest that the application of a widespread rhetorical figure such as resonance within controversial ad settings cannot attenuate consumers’ negative responses and under certain conditions may even worsen them. Implications for advertising theory and practice, along with study limitations and future research avenues, are presented.

Source: Journal of Advertising

DOI: 10.1080/00913367.2014.930679

Authors: Ioannis G. Theodorakis, Christos Koritos, Vlasis Stathakopoulos

Institutions: INSEEC School of Business and Economics, The American College of Greece, Athens University of Economics and Business

Language: English

Topic: Rhetoric and Communication Studies

Subfield: Philosophy

Field: Arts and Humanities

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2047466960

FWCI: 12.17

Cites: 37

Cited by: 28

Related to: 10