The use of rhetorical figures in advertising and Magritte's paintings: An analysis of its effect in short term brand recall

Lizardo Vargas, Marta Mensa, Eliana Gonzalez

Research output: Contribution to journalArticle (Contribution to Journal)

Abstract

Information processing and memory have an important role in stimulating, encoding and recall of advertising stimuli. Through an experimental study the present article seeks to identify the impact on short-term memory of visual rhetorical figures, comparing real advertisements and works of artist Magritte intervened and presented as branded advertisements. The hypothesis states that rhetorical figures present in advertising designs should have a greater recall effects than artistic works. The results confirm the thesis, showing that the functional use of rhetorics as planned advertising elements achieve higher a recall rate compared to its use in Magritte's art.

Translated title of the contributionThe use of rhetorical figures in advertising and Magritte's paintings: An analysis of its effect in short term brand recall
Original languageSpanish
Pages (from-to)117-136
Number of pages20
JournalArte, Individuo y Sociedad
Volume26
Issue number1
DOIs
StatePublished - 1 Jan 2014

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