ABSTRACT. McQuarrie and Mick define style to include all those aspects of an ad that can be varied independently of the assertion of a brand-attribute linkage. Söderlund and Lange examine the process by which the exposure to a physically attractive model influences the attitude toward a visually juxtaposed product. Phillips and McQuarriedevelop a visual rhetoric thatdifferentiates the pictorial strategies availableto advertisers and links them to consumer response. (pp. 94–98)