a comparison of pictorial and verbal metaphors

introduction

what is a metaphor?

mind is a machine

mind is a machine

primary subject

secondary subject

Forceville, 1996

Morgan and Reichert (1999)

advertisements more easily comprehended for pictorial metaphors than verbal metaphors

McQuarrie and Mick (2003)

FIRST HYPOTHESIS

pictorial metaphors will be better liked than verbal metaphors

SECOND HYPOTHESIS

pictorial metaphors will be better recalled than verbal ones

methods

participants

37 Brown University undergraduates

voluntary participation

no rewards

independent variable

2 levels: pictorial and verbal conditions

stimuli

4 test ads 8 non-test ads

12 advertisements

dependent variables

ad liking aided recall

procedure

1. show each advertisement one by one

procedure

2. 7-point liking scales

procedure

3. aided recall

procedure

4. metaphor comprehension

results

Detergent Locks Laptop Ketchup

95% 82%70%

80%

Metaphor Comprehension

Detergent Locks Laptop Ketchup

Ad Liking by Advertisement

Pictorial

Verbal

Detergent Locks Laptop Ketchup

Ad Recall by Advertisement

Pictorial

Verbal

discussion

conclusion

end