Advertisers examining the fit between the receiver and the message on both an emotional and cognitive level are examining the:
A) semantics of the ad.
B) the rhetorical strategy of the ad.
C) the syntax of the ad.
D) the resonance of the ad.

Question

Quizplus · Accepted Answer

Examining the fit between the receiver and the message on both an emotional and cognitive level refers to resonance, which is the ability of the ad to strike a chord with the target audience. Therefore, the best choice is D, resonance of the ad. A) semantics refers to the meaning conveyed by the ad, B) rhetorical strategy refers to the persuasive techniques used in the ad, and C) syntax refers to the arrangement of words and phrases to create well-formed sentences in the ad, but neither of these choices fully captures the notion of examining the fit between the receiver and the message.

Advertisers Examining the Fit Between the Receiver and the Message