.... Once magical, now mundane, RM is a metaphor that, if not exactly on the slow train to oblivion, is a lot less expressive than before. Metaphor Figurative language Literary criticism Marketing thought Criticism should consist of a sensitive but dauntless search for the most productive...

...). © Emerald Group Publishing Limited 2012 Advertising rhetoric Figurative language Processing Attitudes Memory Likeability Content analysis Consumer behaviour Why advertise with a rhetorical headline instead of a more straightforward and concrete nonfigurative headline...