Memorable Metaphor: How Different Elements of Visual Rhetoric Affect Resource Allocation and Memory for Advertisements

• In Event: Processes Underlying Advertising and Consumer Behavior

Abstract

The purpose of this study is to explore how different ways of constructing visual metaphor affect cognitive resource allocation and memory for advertising images. We conducted an experiment using a secondary task reaction time paradigm in which participants responded to a visual probe (secondary task) while viewing advertisements corresponding to the different categories of visual metaphor. We also conducted recognition and free recall tests to examine affects on encoding and retrieval, respectively.

Authors

• Zongyuan Wang, University of Illinois at Urbana Champaign

• Matt Peterson, U of Illinois

• Yilin Ren, University of Illinois at Urbana-Champaign

• Jiachen Yao, U of Illinois