This study examines the role of one type of rhetorical figure, tropes, which are creative devices that entail the arrangement of words in paradoxical relationships. Specifically, its focus lies in investigating whether the influence simple and complex tropes have on persuasion, as reported in previous research by Toncar and Munch (2003), are generalisable beyond the sample they used. In the extant literature, it is argued that by fully understanding the effects of certain types of tropes, advertisers may better apply their persuasive messages. The study finds that, when using subjective measures as initiated by Toncar and Munch (2003), tropes have no influence on persuasion. While it is noted that further research is needed to increase the generalisability of this study, this result holds true when both simple and complex trope types are used.
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机译：这项研究探讨了一种修辞格的作用，即比喻，这是一种创造性的装置，需要将单词排列成矛盾的关系。具体来说，它的重点在于调查简单和复杂的比喻对说服力的影响，正如Toncar和Munch（2003）先前的研究报道的那样，除了所使用的样本以外，是否具有普遍性。在现有文献中，有人认为，通过充分理解某些类型的隐喻的影响，广告商可能会更好地运用其说服力的信息。研究发现，当使用汤卡和蒙克（Toncar and Munch，2003）提出的主观衡量标准时，隐喻对说服力没有影响。尽管注意到需要进行进一步的研究以提高这项研究的通用性，但是当同时使用简单和复杂的Trope类型时，此结果仍然成立。
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