Metaphor Presentation
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21-Oct-2014 -
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Technology
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Transcript of Metaphor Presentation
![Page 1: Metaphor Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061106/5445bd27b1af9fdf068b466f/html5/thumbnails/1.jpg)
a comparison of pictorial and verbal metaphors
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introduction
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what is a metaphor?
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mind is a machine
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mind is a machine
primary subject
secondary subject
Forceville, 1996
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Morgan and Reichert (1999)
advertisements more easily comprehended for pictorial metaphors than verbal metaphors
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McQuarrie and Mick (2003)
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FIRST HYPOTHESIS
pictorial metaphors will be better liked than verbal metaphors
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SECOND HYPOTHESIS
pictorial metaphors will be better recalled than verbal ones
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methods
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participants
37 Brown University undergraduates
voluntary participation
no rewards
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independent variable
2 levels: pictorial and verbal conditions
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stimuli
4 test ads 8 non-test ads
12 advertisements
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dependent variables
ad liking aided recall
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procedure
1. show each advertisement one by one
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procedure
2. 7-point liking scales
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procedure
3. aided recall
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procedure
4. metaphor comprehension
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results
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Detergent Locks Laptop Ketchup
95% 82%70%
80%
Metaphor Comprehension
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Detergent Locks Laptop Ketchup
Ad Liking by Advertisement
Pictorial
Verbal
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Detergent Locks Laptop Ketchup
Ad Recall by Advertisement
Pictorial
Verbal
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discussion
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conclusion
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end