Hyperboles in advertising: a serial mediation of incongruity and humour

Visual hyperbole is a widely used yet understudied rhetorical figure in advertising. This experimental study examined the effectiveness of visual hyperbole over non-hyperbolic visual and verbal hyperbole. A significant serial mediation is found in that visual hyperbole is considered more incongruous than literal visual, and the increased perceived incongruity exerts a positive influence through perceived humour on ad attitude. A similar serial mediation is found when visual hyperbole is compared with verbal hyperbole. In addition, visual hyperbole ads generated stronger product belief than non-hyperbolic visual and verbal hyperbole ads. The advantage of visual hyperbole is attributed to both argument style and mode of delivery. Theoretical and practical implications are discussed.