A reinquiry into the influence of simple and complex tropes in the adverstising context

This study is a reinquiry into verbal tropes and their influence on persuasion in the advertising context. Specifically, when closely following Toncar and Munch's (2003) experimental method, it appears that tropes, be they simple or complex, do not have the significant persuasive effects that they are reported to have. The null results can be attributed to the experimental design employed, thus highlighting why the limited research in the area should be interpreted with caution.<br>