Abstract
Visual arguments have been largely studied in the rhetorical and interpretive literature. In spite of the power of visuals, visual arguments have rarely been studied along with verbal arguments in print advertising. Through an experimental study, this study seeks to provide empirical evidence linking the rhetorical and advertising literature that visual and verbal arguments can both be potent factors affecting users’ perception of and evaluation toward the ads and the products, as well as purchase intention. Results largely supported these hypotheses. Implications for future studies are discussed.
| Original language | English |
|---|---|
| Publication status | Accepted/In press/Filed - 16 May 2026 |
| Event | 109th Annual Conference of Association for Education in Journalism and Mass Communication (AEJMC 2026) - New Orleans, United States Duration: 5 Aug 2026 → 8 Aug 2026 https://www.aejmc.org/aejmc-events/conference |
Conference
| Conference | 109th Annual Conference of Association for Education in Journalism and Mass Communication (AEJMC 2026) |
|---|---|
| Place | United States |
| City | New Orleans |
| Period | 5/08/26 → 8/08/26 |
| Internet address |
Bibliographical note
Since this conference is yet to commence, the information for this record is subject to revision.Research Keywords
- Visual Argument
- Verbal Argument
- Advertising effect
- Experiment
- Empirical studies
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