صديق, ريهام. (2022). The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor. مجلة کلية الآداب جامعة الفيوم, 14(العدد 1 (اللغويات)), 99-129. doi: 10.21608/jfafu.2022.160870
ريهام صديق. "The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor". مجلة کلية الآداب جامعة الفيوم, 14, العدد 1 (اللغويات), 2022, 99-129. doi: 10.21608/jfafu.2022.160870
صديق, ريهام. (2022). 'The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor', مجلة کلية الآداب جامعة الفيوم, 14(العدد 1 (اللغويات)), pp. 99-129. doi: 10.21608/jfafu.2022.160870
صديق, ريهام. The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor. مجلة کلية الآداب جامعة الفيوم, 2022; 14(العدد 1 (اللغويات)): 99-129. doi: 10.21608/jfafu.2022.160870
The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor
The current research proposes to verify , through experimentation , the effect of two types of visual metaphor ( Fusion and Juxtaposition ) on cognitive elaboration and attitude toward the advertising . The study will set out to assess not only the direct effect of visual metaphor but also the moderating role of cognitive elaboration in altering consumer attitude toward the advertisement . The current study has assumed that ; Hl ) the level of elaboration will increase gradually starting from juxtaposition to fusion metaphor . H2 ) Attitude toward the advertisement will increase gradually starting from juxtaposition to fusion metaphor . Sample of ( 50 ) students from the Faculty of Arts English Department- Fayoum University took part in the survey . Results from this experiment showed that fusion metaphor had the most positive effect on attitude toward the advertisement .
مشاهدة على SCiNiTO
بداية الصفحة