scholarly journals Rhetorical figures in German and Dutch print advertisements

2007 ◽  
pp. 219-231 ◽  
Author(s):  
Margot Mulken ◽  
Lydia Toorn
2016 ◽  
Vol 9 (5) ◽  
Author(s):  
Irma Puškarević ◽  
Uroš Nedeljković ◽  
Vladimir Dimovski ◽  
Klementina Možina

The use of rhetorical figures has become a widely–accepted method for capturing attention and positively increasing cognitive effort in print advertisements. So far research studies mostly analyzed the effect of rhetorical figures in the written as well as pictorial elements of an ad. However, there have been few studies addressing the effect of rhetorical figuration in the specific area of typeface design. This study analyzes the effects of typeface figuration (i.e., regular vs. irregular stylization of the form) on attention and attitude of the viewers. The study also looks at how the effect of typeface figuration changes in relation to the type of a product (hedonistic vs. utilitarian) being advertised. Through the use of a 2 × 2 experimental design, the study measures data using a combination of eye tracking (an objective method) and attitude scaling (a subjective method). 65 volunteers participated in the study. The eye tracking results show that using rhetorical figures in typeface mainly affects attention of the viewers. We have also determined that they influence their attitude. Additionally, the study shows that a typeface and a type of products are correlated; it shows that the hedonistic type of products can benefit more from the figuration. In conclusion, our study builds on and expands the current understanding of the use of rhetorical figures by proving that there is a correlation between the use of rhetorical figures in typeface and viewers' attention, depending on the type of product being advertised.


Author(s):  
Matylda Figlerowicz ◽  
Doris Sommer

Latinx writers cross boundaries between languages, renovating the experience both of language and of literature. This article takes up the invitations of several creative/disruptive artists: Víctor Hernández Cruz, Guillermo Cabrera Infante, Ana Lydia Vega, William Carlos Williams, Gloria Anzaldúa, and Tino Villanueva. The analysis shows how bilingualism transforms rhetorical figures and affective structures, arguing that metonymy—understood as contiguity and as desire—is a predominant figure of bilingualism: a figure of almost arbitrary coincidence, an unintended intimacy that writers exploit. Through rhetorical and affective gestures, bilingualism alters genre conventions and opens a new space for aesthetic pleasure and political discussion, which requires and forms an alert audience with new ways of reading. The essay traces the visions of future (and its fantasies) and of past (and its memories) from the perspective of bilingualism, showing how operating between languages allows for new ways of constructing knowledge.


2021 ◽  
Vol 14 (1) ◽  
Author(s):  
Lucila Rozas ◽  
Peter Busse ◽  
Joaquin Barnoya ◽  
Alejandra Garrón

Abstract Objectives Data on gender representation in food and beverage advertisements may allow for a better understanding of how the food industry is targeting different audiences based on gender. Nonetheless, scant research on food and beverage print advertising with a gender approach has been conducted. Therefore, we sought to assess the prevalence of gender focus in print advertisements found inside corner stores in two cities: Guatemala City, Guatemala, and Lima, Peru. Data description We developed two complementary datasets as part of the study: (1) a dataset of digital photographs of 200 food and beverage print advertisements found in corner stores located near schools (100 ads per country selected according to criteria such as product type, image quality, and uniqueness); (2) a quantitative dataset with data of the content analysis of these photographs. We employed 19 variables to record the general information and gender assessment of the ads. These datasets should allow scholars and public officials to identify gender-specific marketing strategies of the food industry that might impact children’s and adolescents’ nutrition differently.


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