Abstract
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.
Highlights
The role of advertising is to present the advertised message in such a way as to hold viewers’ attention
The perceived typeface figuration was tested on four dimensions: complexity, likability, passiveness, and attention-grabbing, corresponding to attribute scale and taxonomy of rhetorical figures developed in previous studies (Henderson, Giese & Cote, 2004; Mcquarrie & Mick, 1996)
The goal of this study was to examine the effectiveness of rhetorical figuration applied to a typeface in print advertisements that promote different product types
Summary
The role of advertising is to present the advertised message in such a way as to hold viewers’ attention. Advertisements that fail to meet this objective cannot be considered effective. In modern communication environment, where advertisements appear in abundance, it is very difficult to attract and keep viewers’ attention. To increase the argumentative power of advertisements, advertisers use rhetorical figuration. This figuration is regarded as a creative form of expression that is different from the expected one.
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