The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements 1954–1999
研究分析了1954至1999年间美国杂志广告的修辞风格，发现修辞手法普遍存在且随时间推移，多重修辞叠加增多、解释减少，其中双关、隐喻和反讽等不稳定修辞手法使用频率上升。
Abstract Rhetorical advertising style consists of the method or manner by which ad content is expressed; an example is the use of rhetorical figures such as metaphor or rhyme. Two studies of rhetorical style in U.S. magazine advertisements from 1954 to 1999 are reported. A qualitative content assessment suggests that rhetorical figures were prevalent throughout the period. In addition, the content assessment suggests more layering of multiple figures and less explanation of figures over time. The content analysis supports these trends and clarifies that one kind of figure—a destabilization trope that includes pun, metaphor, and irony—increased in incidence. Several possible explanations for these observed trends are considered, with a focus on how changes in rhetorical style may reflect the mutual adaptation of consumer and advertiser to changes in the advertising environment over this time period.