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Tropes in advertising: a web-based empirical study

Stella, Jason and Adam, Stewart 2005, Tropes in advertising: a web-based empirical study, in AusWeb 05 : The Eleventh Australasian World Wide Web Conference proceedings, Norsearch Ltd, Bilinga, Qld..

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Title Tropes in advertising: a web-based empirical study
Author(s) Stella, Jason
Adam, Stewart
Conference name Australasian World Wide Web Conference (11th : 2005 : Gold Coast, Qld.)
Conference location Gold Coast, Queensland
Conference dates 2-6 July 2005
Title of proceedings AusWeb 05 : The Eleventh Australasian World Wide Web Conference proceedings
Editor(s) Ellis, Allan
Treloar, Andrew
Publication date 2005
Conference series Australasian World Wide Web Conference
Total pages 12
Publisher Norsearch Ltd
Place of publication Bilinga, Qld.
Keyword(s) tropes
rhetorical figures
advertising
marketing
World Wide Web
Summary This study examines the role of one type of rhetorical figure, tropes, which are creative devices that entail the arrangement of words in paradoxical relationships. Specifically, its focus lies in investigating whether the influence simple and complex tropes have on persuasion, as reported in previous research by Toncar and Munch (2003), are generalisable beyond the sample they used. In the extant literature, it is argued that by fully understanding the effects of certain types of tropes, advertisers may better apply their persuasive messages. The study finds that, when using subjective measures as initiated by Toncar and Munch (2003), tropes have no influence on persuasion. While it is noted that further research is needed to increase the generalisability of this study, this result holds true when both simple and complex trope types are used.
Notes
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ISBN 0975164449
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005601

Document type: Conference Paper
Collections: School of Management and Marketing
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