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Topics: Advertising, Brand, Graphic design Pages: 47 (12458 words) Published: July 3, 2013
Title: |The Impact of Verbal Anchoring on Consumer Response to Image Ads. | | |Author(s): |Phillips, Barbara J. | |Source: |Journal of Advertising; Spring2000, Vol. 29 Issue 1, p15, 10p, 1 diagram, 3bw | |Document Type: |Article | |Subject(s): |ADVERTISING | | |COMPREHENSION | | |CONSUMER behavior | | |CONSUMERS' preferences | |Keyword(s): |Visual Images | | |Media Effects | | |Headlines | |Abstract: |Verbal copy is thought to anchor, or help explain, the meanings of complex image ads to | | |consumers. This study examines the effect of verbal anchoring on consumers' comprehension and | | |liking of complex image ads. Explanatory headlines that differed in level of verbal anchoring | | |were inserted into ads containing pictorial metaphors. Path analysis results indicate that | | |headlines that provide a clue to the meaning of a pictorial metaphor increase ad liking by | | |increasing comprehension. Headlines that completely explain the metaphor in the ad also increase| | |comprehension but decrease ad liking by reducing consumers' pleasure in interpreting the ad's | | |message. Implications for future advertising research are provided.ABSTRACT FROM AUTHOREN | | |[ABSTRACT FROM AUTHOR] |

|Title: |The Message is in the Metaphor: Assessing the Comprehension of Metaphors in Advertisements. | |Author(s): |Morgan, Susan E. | | |Reichert, Tom | |Source: |Journal of Advertising; Winter99, Vol. 28 Issue 4, p1, 12p, 2 charts | |Document Type: |Article | |Subject(s): |COMPREHENSION | | |FIGURES of speech | | |ADVERTISING | | |METAPHOR | |Keyword(s): |Effectiveness | |Abstract: |Although metaphors are used by advertising creators to convey brand meaning and enhance brand | | |information processing, little is understood with regard to consumers' comprehension of intended| | |meaning. This...


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