The Aesthetics of Oxymoron: Exploring the Fit Between Oxymoron Advertising and Entrepreneurial Orientation

Oxymoron advertising is defined as a type of advertising that combines semantically contradictory or opposing words or phrases. This study seeks to explore how the effectiveness of oxymoron advertising is influenced by the level of entrepreneurial orientation. Specifically, it aims to examine the differential impact of oxymoron advertising on consumer evaluation, identifying whether individuals with higher entrepreneurial orientation respond more favorably to such advertisements compared to those with lower entrepreneurial orientation. This study employed an experimental method using a between-subjects design with a 2 (advertising type: oxymoron advertising vs. direct advertising) × 2 (entrepreneurial orientation: low vs. high) factorial structure. Hypotheses were tested through cell mean contrast analysis. Experimental findings revealed that individuals with high entrepreneurial orientation exhibited a more favorable attitude toward oxymoron advertising compared to direct advertising. In contrast, individuals with low entrepreneurial orientation showed a preference for direct advertising over oxymoron advertising. This study contributes to the academic discourse by expanding the research scope of oxymoron advertising through an investigation of its effectiveness based on its fit with entrepreneurial orientation. The findings provide valuable theoretical insights into the interplay between rhetorical techniques, such as oxymoron, and individual characteristics like entrepreneurial orientation. For marketers, these findings suggest that oxymoron advertising can be particularly effective when targeting consumers with a high degree of entrepreneurial orientation, as they tend to appreciate creativity and novelty in messaging. By tailoring advertising strategies to align with these consumer traits, companies can enhance message relevance, foster greater engagement, and achieve more impactful brand communication.