Abstract
ABSTRACTThis article explores how different uses of visual metaphor affect cognitive resource allocation and memory for pictorial advertisements. Metaphor is ubiquitous in advertising, and metaphors are often expressed entirely through imagery. Based on Phillips and McQuarrie's seminal typology of visual metaphor, we selected advertisements that featured either juxtaposition or fusion structures. We then conducted a within-subjects experiment in which thirty-six participants viewed a series of juxtaposition and fusion ads. While viewing each ad, participants were prompted to respond to a series of visual probes. Their reaction times to these probes served as an indicator of cognitive resource allocation. Afterward, we assessed participants’ recognition and free recall accuracy. Reaction time data showed that fusion ads required greater cognitive resource allocation and yielded more accurate recall than juxtaposition ads. These results are discussed in terms of both theories of visual metaphor and limited capacity models of cognition.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Current Issues & Research in Advertising
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
