We turn now to a discussion with examples of each of the nine cells generated by
crossing the visual structure dimension with the meaning operation dimension.
The goal of these examples is to give some idea of the kind of inferences that consumers
might be expected to draw from each type of visual figure. By extension,
the discussion of possible inferences also will suggest why advertisers might
choose to use a particular visual rhetorical figure. Discussion of testable proposimarketingtions concerning consumer response to the distinctions made in the typology is
deferred until after the presentation of these examples. We proceed by working
through each meaning operation (down the columns) in Figure 2