The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor

نوع المستند : المقالة الأصلية

المؤلف

جامعه الفيوم

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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 .

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