See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/235361038 Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising Article in Marketing Theory · June 2004 DOI: 10.1177/1470593104044089 CITATIONS 116 READS 892 2 authors, including: Edward F. Mcquarrie Santa Clara University 53 PUBLICATIONS 1,851 CITATIONS SEE PROFILE All content following this page was uploaded by Edward F. Mcquarrie on 25 August 2014. The user has requested enhancement of the downloaded file.