| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 98 === There are a lot of crucial factors in the success of advertising including text originality, social culture, and individual attributes. For advertisers, text is the key point at the beginning of ad creation. However, there seems no clear direction to follow within the process of creation.The success or failure of an ad is often decided from the result. But it should be determined at the beginning to strengthen the effect. Therefore, it is important to link text to consumer responses and provide an effective way which can be applied in the initiation for advertisers.The application of rhetoric has expanded from semiotics to the domain of advertising. It provides a solid framework, which classify many types of verbal and visual rhetoric figures to connect consumer responses, to lead the way of creative ad execution.Therefore, this study investigates the impact of verbal and visual rhetoric figures on consumer responses and the mutual interaction.
Results revealed that verbal rhetoric in high level of artful deviation has a manifest advantage in cognitive responses. Besides, visual rhetoric enhances overall effects in involvement, cognition, affective responses, cognitive responses, attitude toward the ad, attitude toward the brand, attitude toward the product, and purchase intention. This paper only finds an interaction between verbal and visual rhetoric in the comprehension of cognition. It is considered that verbal and visual rhetoric operate independently. Implications of the results for the practice of advertising are provided and research directions outlined.
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