Studies on print advertising have demonstrated that the use of rhetorical devices enhances ad likeability (e.g., Van Enschot, Hoeken, & Van Mulken, 2008). In this study, content analysis data are mapped to real consumer response data obtained from a sample of 199 real-life TV commercials. The content analysis showed that schemes and tropes occur in almost all TV commercials, in the verbal, visual and verbopictorial mode. Tropes occur most often. Above this, commercials with tropes are liked better than commercials with schemes and commercials with scheme-trope combinations.