The Art of Contradiction in Advertising: Harnessing the Power of Antithesis

Halimova Gulsanam To'ychi qizi

doi:10.5281/

View Article

Published: 2025-03-31

DOI: https://doi.org/10.5281/

Keywords:

antithesis, contrast, advertising strategy, rhetorical devices

Halimova Gulsanam To'ychi qizi

Abstract

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.

Issue

Vol. 3 No. 4 (2025): Excellencia: International Multi-disciplinary Journal of Education (2994-9521)

Section

Articles

How to Cite

qizi , H. G. T. (2025). The Art of Contradiction in Advertising: Harnessing the Power of Antithesis. Excellencia: International Multi-Disciplinary Journal of Education (2994-9521), 3(4), 40-43. https://doi.org/10.5281/

References

1. Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145.

2. McQuarrie, E. F., & Mick, D. G. (1996). Figures of rhetoric in advertising language. Journal of Consumer Research, 22(4), 424-438.

3. McQuarrie, E. F., & Mick, D. G. (2003). Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising. Journal of Consumer Research, 29(4), 579-587.

4. Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). Personification in advertising. Journal of Advertising, 40(1), 121-130.

5. Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.

6. Назайкин, А. Н., & Иванова, К. А. (2018). Риторические приемы в современной российской рекламе: анализ эффективности. Вестник Московского Университета, 10(3), 85-103.

7. Каримов, М. Б. (2022). Развитие рекламных технологий в Узбекистане: традиции и инновации. Ташкент: Издательство науки.

8. Zhang, S., & Schmitt, B. H. (2004). The role of language in cross-cultural consumer psychology. Journal of Consumer Psychology, 14(4), 343-360.

9. Phillips, B. J., & McQuarrie, E. F. (2004). Beyond visual metaphor: A new typology of visual rhetoric in advertising. Marketing Theory, 4(1-2), 113-136.

10. Tuten, T. L., & Solomon, M. R. (2023). Social media marketing (5th ed.). Sage Publications.