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AbstractAn empirical study on the visual metaphor in print advertising
Choi, Yoon Sik, Ph.D./ Associate professor
, Dept. of Journalism & Advertising,
Considering the researchers former work, A study on visual metaphor in print advertising, was not based on empirical research, this study aims to substantially prove the former study in terms of consumers rea- ction. That is to find whether the audiences themselves could understand the metaphorical meanings of the visual metaphor in print advertising. The experiment was carried out in preliminary and practical stage- s, and the practical one was made on both advertisement creators and age-based consumer group. The experiment found that most of the consumers were able to recognize and decipher the metaphors, and the characteristics projected to the primary subject were consistent with those of the secondary sub- ject. There was no consistency between the difficulties of the metaphor and the consumers ability to de- cipher. Dismissed is the hypothesis that there would be no difference between the ability of ad creator gr- oup to understand the metaphorical meanings and that of ordinary consumer group.
Key Words : visual metaphor, print advertising, consumers reaction, decipher, difficulties of the metaphor |
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