By Learning English

The use of rhetorical figures must have an impact on consumers’ responses to ads, regardless of the frequency of this impact. Ads do affect consumers psychologically and thus, gain a reaction or response, which, of course, may be negative or positive. A positive impact means that the advertiser has reached his or her goal of selling the product to the consumer while a negative impact may build a negative attitude toward that product or brand. 

This psychological approach to advertising “aims at identifying the effects of advertising at the individual level.” that is, it studies how an individual responds to advertising messages and “the psychological processes that are responsible for the relationship between ad stimuli and consumer responses.” (Fennis & Stroebe, 2010, p. 11). However, attitudes toward specific type advertising may be affected by the attitude toward advertising in general, which is also part of the human psyche (Christian, Zandêk, & Lucie, 2014). 

        The use of rhetorical figures has a positive effect on consumers’ attitudes toward advertising higher than that of verbal figures. Advertisements with less or without visual or verbal rhetorical figures are more memorable than those which use rhetorical figures because the viewer or the consumer devotes all of his or her cognitive resources to solve the deviation the rhetorical figure used by the advertiser
        The attitude toward the advertisement has an impact on the attitude toward the brand. Thus, a positive attitude toward the advertisement means a positive attitude toward the brand and vice versa. Therefore, a positive attitude toward any ad or brand results in a purchasing intentions in the consumer. Selling the product and making the consumer familiar with the brand is the only aim any advertiser has, which pushes his or her to employ all the means to get his or her advertising message through the mind and the heart of the receiver or reader.

        Advertisers should pay more attention to the process of making the advertisement and how it is going to reach the intended effect on the consumer than to the amount of money spent on it (Kotler ir kt. (1992); Blackwell Roger D., Miniard Paul W., & Engel James F. (2005);  cited in Jakštienė, Susnienė, & Narbutas, 2008). The market is like a battlefield, if the advertiser does not compete to deliver his or her message appropriately and successfully, he or she will lose its name in the market.

      Thus, the role of visuals used in advertising is to convey or create feeling (Gombrich, 1984, 1995; Tatarkiewicz, 1970; cited in Scott & Batra, 2003, p. 75). These feelings or emotions are the constituents of the human psychology, which the advertiser aims at arousing or evoking in order to get the consumer’s attention to the product and, why not, getting him or her to purchase the product (ibid.).


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