The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor | ||||
| مجلة کلية الآداب جامعة الفيوم | ||||
| Article 4, Volume 14, العدد 1 (اللغويات) - Serial Number 2, January 2022, Page 99-129 PDF (906.31 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jfafu.2022.160870 | ||||
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| Author | ||||
| ريهام صديق | ||||
| جامعه الفيوم | ||||
| Abstract | ||||
| 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 . | ||||
| Keywords | ||||
| Fusion metaphor; Juxtaposition metaphor; cognitive elaboration; attitude toward the advertising | ||||
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