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- Publisher
- Taylor & Francis
- Copyright
- Copyright Taylor & Francis Group, LLC
- ISSN
- 1477-223X
- eISSN
- 1025-3866
- DOI
- 10.1080/10253866.1999.9670344
- Publisher site
- See Article on Publisher Site
Abstract
Sound figures are departures from language norms that use rhythm (sound intensity) and rhyme (sound identity) to establish metrical patterns. These figures are characteristic of poetry, borrowed by print and electronic advertisements to elicit consumer effects. The purpose of this article is to develop a metrics of advertising by adapting formalist literary criticism to advertising text and by generating hypotheses that link sound patterns to consumer responses. The article grounds advertising metrics in syllable‐stress theory, presents the method of metrical analysis, and demonstrates the use of the prosodic notational system by means of advertising examples. The methodological system enables hypothesis generation in consumer processing areas such as affective responses, dual entry routes, attention, short‐term memory, and long‐term memory.
Journal
Consumption Markets and Culture – Taylor & Francis
Published: Jan 1, 1999