The Art of Contradiction in Advertising: Harnessing the Power of Antithesis
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This article examines the effectiveness of antithesis—a rhetorical device based on contrast—in advertising. The research analyzes the application of antithesis in advertising copy, its impact on consumer behavior, and its usage characteristics across various cultural contexts. Literature analysis reveals that antithesis enhances cognitive processing, improves memory efficiency, and positively affects brand attitudes. This article provides recommendations for marketers and advertising professionals on the strategic use of antithesis in their campaigns.
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