00000caa a22000003i 4500 UP-1685594773861985499 Buklod 20150206083938.0 g||| | || || ta 160427s1991 xx r |||| u|eng d (iLib)UPBAG-00016088083 BAG rda eng Circulation-Monograph Howard, Daniel J. author. The positioning of rhetorical and non-rhetorical questions and the use of self-referencing in print advertising Daniel J. Howard. ©1991. 8 leaves illustrations 28 cm Downloaded from http://www.jstor.org/stable/25092265 This research examines the use of questions in advertising through a content analysis of magazine print ads. Three variables are examined: question type (rhetorical vs. non-rhetorical), position (pre-argument vs. post-argument) and self-referencing (present vs. absent). Results reveal that rhetorical (non-rhetorical) questions tend to be used after (before) the arguments to which they refer. Further, self-referencing tends to be used with rhetorical questions in the post-argument position. The findings are discussed illustrating how theoretically-based empirical research can be used to guide decisions in ad practice, and how the practice of advertising can provide support for testable ideas in the conduct of future research. Advertising. Journal of Business and Psychology Vol. 5, No.3 (1991) : pages 397-410. FO UPBAG UPBAG-MAIN Circulation-Monograph Analytics