Integration between Visual and Verbal Rhetorical Figures to Unveil the Double Entendre in Advertising Message

Ibrahim, Sherine; Abdellatif, Tamer; Abdelfatah, Heba

doi:10.21608/jdsaa.2025.312083.1426

Integration between Visual and Verbal Rhetorical Figures to Unveil the Double Entendre in Advertising Message

Document Type : Original Article

Authors

¹ Advertising Department, Faculty of Applied Arts, Helwan University, Giza, Egypt.

² Graphic Design and Visual Identity Program, King Salman International University, Sharm El Sheikh, Egypt.

³ Digital Media and Communication Department, Effat College of Humanities, Effat University, Saudi Arabia.

10.21608/jdsaa.2025.312083.1426

Abstract

The research topic, namely double entendre, is significant for designers because the audience is now highly aware and is extensively exposed to images and messages through both print and digital media. Therefore, we need to explore new visual and verbal forms and the relationships between them so that the audience understand the double meaning and consequently grasp the advertising message. This will positively affect their acceptance of the advertisement, leading to a favorable attitude towards the advertisement and the brand in general.
Thus, the research problem is summarized in answering the following questions:
1. How can double entendre be utilized to support the positive impact of advertisements?
2. What are the visual and verbal formulations that achieve the double entendre of the advertising message?
3. How can the integration between image and message be achieved to enhance the double meaning of the advertising message?
The research hypothesizes that:
1. Visual and verbal rhetorical figures achieve the double meaning of the advertising message.
2. The integrative relationship between image and message enhances the double meaning of the advertising message.
Consequently, the research follows a descriptive approach to study the double entendre in advertising, the different visual and verbal formulations, and their integrative relationships to enhance double entendre, followed by an analytical study of local and global advertisements that carry double meaning, analyzing them visually and verbally. The study aims to reach that visual and verbal elements in advertisements can convey more than one meaning, amplifying the positive impact of the advertisement.

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