The cognitive effect of visual metaphor in advertising: a comparative study between fusion and juxtaposition metaphor

Abstract EN

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.