Eric D. DeRosia (2008), “The Effectiveness of Nonverbal Symbolic Signs and Metaphors in Advertisements: An Experimental Inquiry,” Psychology and Marketing, 25 (3), 298-316.
ARTICLE:
Psychology and Marketing
ABSTRACT:
This research investigates the effectiveness of nonverbal symbolic signs and rhetorical metaphors in advertisements. Hypotheses are made based on appeals to both interpretive and psychological theoretical perspectives. In contrast to previous research that has assumed nonverbal ad elements are effortlessly and automatically processed, it is proposed here that consumers must devote a nontrivial level of cognitive effort if they are to comprehend nonverbal symbolic signs and metaphors. The hypotheses suggest boundary conditions for the effectiveness of nonverbal elements in advertising. An experiment is conducted as a test of the hypotheses, and the observations support the hypotheses.
– Eric DeRosia