an encounter with rhetorical figures. We particularly distinguished the impact to be expected from schematic versus tropic figures. In addition, we discussed a wide range of contingencies that might accentuate or diminish the processes and outcomes to be expected from these differentfigures. Here, naturalistic viewing conditions emerged as a key factor in explaining why rhetorical figures are so prevalent in print advertising. Finally, we articulated the specific advantages, opportunities, and constraints posed by visual rhetorical figures.
As awareness of the analytic power and generative possibilities of semiotics and rhetoric diffuse more widely, we hope they will be applied to yet other aspects of advertising style, especially visual style. The ultimate goal of any such application should be to integrate the ad system with the human system, so as to articulate causal hypotheses that connect text properties to consumer processes and outcomes.