metaphor presentation
Post on 21-Oct-2014
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DESCRIPTION
In my 2008 Spring semester at Brown University, I ran a research project for my Cognitive Science lab course. With this project, I sought to compare the difference in cognitive impact between a pictorial metaphor and a verbal metaphor. This presentation shows my hypotheses, methods, and results. It is not a stand-alone presentation, but (hopefully) provides a sense of my design ideas Thank you for viewing my presentation! For more design work: http://www.gbaidesign.comTRANSCRIPT
a comparison of pictorial and verbal metaphors
introduction
what is a metaphor?
mind is a machine
mind is a machine
primary subject
secondary subject
Forceville, 1996
Morgan and Reichert (1999)
advertisements more easily comprehended for pictorial metaphors than verbal metaphors
McQuarrie and Mick (2003)
FIRST HYPOTHESIS
pictorial metaphors will be better liked than verbal metaphors
SECOND HYPOTHESIS
pictorial metaphors will be better recalled than verbal ones
methods
participants
37 Brown University undergraduates
voluntary participation
no rewards
independent variable
2 levels: pictorial and verbal conditions
stimuli
4 test ads 8 non-test ads
12 advertisements
dependent variables
ad liking aided recall
procedure
1. show each advertisement one by one
procedure
2. 7-point liking scales
procedure
3. aided recall
procedure
4. metaphor comprehension
results
Detergent Locks Laptop Ketchup
95% 82%70%
80%
Metaphor Comprehension
Detergent Locks Laptop Ketchup
Ad Liking by Advertisement
Pictorial
Verbal
Detergent Locks Laptop Ketchup
Ad Recall by Advertisement
Pictorial
Verbal
discussion
conclusion
end