A comparative analysis of rhetorical figures used in English online banners of low involvement and high involvement products: a case study of non-English speakers

Rhetorical figures are widely used in advertisements to attract consumers’ attention. However, few writers have been able to draw on systematic research to assess the persuasiveness of rhetorical figures used in advertising, potentially diminishing their impact. Thus, to maximize the persuasive effect, it is essential to select the appropriate rhetorical figure based on the type of product. This study explores the common patterns of rhetorical modes writers use in the context of everyday life (low involvement; LI) and luxury (high involvement; HI) through content analysis. Subsequently, the level of persuasiveness of these patterns is examined with the use of a questionnaire. The results reveal that the scheme mode is commonly used in ads for LI products and the trope mode in ads for HI products. in contrast, the scheme mode is less common in ads for HI products and the trope mode in LI products. The common patterns are more persuasive than the uncommon ones since their cognitive demands are optimal for target consumers. The results of this study can be used as a benchmark for writing ads across various fields, such as advertising, marketing, and applied journalism.