McQuarrie, Edward F; Mick, David Glen - In: Journal of Consumer Research 22 (1996) 4, pp. 424-38
A rhetorical figure can be defined as an artful deviation in the form taken by a statement. Since antiquity dozens of figures have been cataloged, ranging from the familiar (rhyme, pun) to the obscure (antimetabole). Despite the frequent appearance of rhetorical figures in print advertisements,...