The positioning of rhetorical and non-rhetorical questions and the use of self-referencing in print advertising

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.