✦ LIBER ✦

The effectiveness of nonverbal symbolic signs and metaphors in advertisements: An experimental inquiry

✍ Scribed by Eric D. DeRosia

Publisher: John Wiley and Sons
Year: 2008
Tongue: English
Weight: 340 KB
Volume: 25
Category: Article
ISSN: 0742-6046
DOI: 10.1002/mar.20210

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

This research investigates the effectiveness of nonverbal symbolic signs and rhetorical metaphors in advertisements. Hypotheses are made based on appeals to both interpretive and psychological theoretical perspectives. In contrast to previous research that has assumed nonverbal ad elements are effortlessly and automatically processed, it is proposed here that consumers must devote a nontrivial level of cognitive effort if they are to comprehend nonverbal symbolic signs and metaphors. The hypotheses suggest boundary conditions for the effectiveness of nonverbal elements in advertising. An experiment is conducted as a test of the hypotheses, and the observations support the hypotheses. © 2008 Wiley Periodicals, Inc.

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