ABSTRACT. As Huhmann puts it, a rhetorical work is any visual or verbal communication that applies rhetorical principles to enhance audience processing or persuasion. Amos et al. hold that repeated pairings of a brand and celebrity strengthen the associative link consumers establish between brand and celebrity. Bermeitinger et al. say that positive values indicate more consumption of the primed product than the nonprimed product. Arias-Bolzmann et al. focus on absurdity that arises from illogical relationships among pictorial elements in an advertisement, investigating one particular type of absurdity – surrealism. (pp. 333–338)

JEL: D23, L82, M31

Keywords: phenomenon, image, manipulation, advertising, rhetorical, persuasion