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Visual Rhetorical Figures in Canadian Advertising:Differences between Anglophone and Francophone Consumer Magazines


Affiliations
1 Marketing and Communication, ESCE International Business School, Paris, France
     

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The purpose of the present study was to explore whether visual rhetorical figures are used differently when addressing Anglophone and Francophone target groups in Canada. For the empirical analysis I applied the method of content analysis to a corpus of advertisements drawn from two Canadian women's magazines, the Anglophone magazine Chatelaine and the Francophone magazine Chatelaine. As analytical construct I used the typology of visual rhetorical figures developed by Phillips and McQuarrie (2004). The results reveal that French Canadian advertisements appear to apply significantly more visual rhetorical figures than English Canadian advertisements. Practical implications for marketers are given and avenues for further research are proposed.

Keywords

Communications, Cross-Cultural Marketing, Visual Rhetorical Figures, Cognitive Processes, Mass Media, and Canada.
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  • Visual Rhetorical Figures in Canadian Advertising:Differences between Anglophone and Francophone Consumer Magazines

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Authors

Erhard Lick
Marketing and Communication, ESCE International Business School, Paris, France

Abstract


The purpose of the present study was to explore whether visual rhetorical figures are used differently when addressing Anglophone and Francophone target groups in Canada. For the empirical analysis I applied the method of content analysis to a corpus of advertisements drawn from two Canadian women's magazines, the Anglophone magazine Chatelaine and the Francophone magazine Chatelaine. As analytical construct I used the typology of visual rhetorical figures developed by Phillips and McQuarrie (2004). The results reveal that French Canadian advertisements appear to apply significantly more visual rhetorical figures than English Canadian advertisements. Practical implications for marketers are given and avenues for further research are proposed.

Keywords


Communications, Cross-Cultural Marketing, Visual Rhetorical Figures, Cognitive Processes, Mass Media, and Canada.