Analysis of visual and verbal rhetorical strategies in advertising discourse from cognitive perspective

الملخص EN

Pictorial metaphor is a form of rhetorical tropes depicted in images that have a powerful persuasion in advertising.

The visual devices in advertising are considered to be an essential, interrelated, meaningful, and culturally embodied characteristic of contemporary advertising.

A visual metaphor is used frequently in advertisements by depicting one domain of experience (target domain) in terms of another domain of experience (source domain).

With regards to academic research, the emphasis was laid on initially verbal metaphor.

The current research sets out to measure the impact of two different metaphor types namely; verbo-pictorial metaphor and replacement metaphor within an advertising context on consumer response.

A group of 80 professors from three Egyptian universities participated in this experiment.

The Results related to the objective metaphor comprehension indicate the importance of the functional characteristics as a key element that participants focus on when solving the visual metaphors.

Results from this experiment showed that replacement metaphor had the most positive effect on comprehension of the advertisement.