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Journal of Current Issues & Research in Advertising Volume 38, 2017 - Issue 1
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Articles

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

Matthew PetersonSchool of Art and Design, University of Illinois at Urbana–Champaign, Champaign, Illinois, USA
,
Kevin WiseCharles H. Sandage Department of Advertising, University of Illinois at Urbana–Champaign, Champaign, Illinois, USACorrespondence[email protected]
,
Yilin RenCharles H. Sandage Department of Advertising, University of Illinois at Urbana–Champaign, Champaign, Illinois, USA
,
Zongyuan WangInstitute of Communications Research, University of Illinois at Urbana–Champaign, Champaign, Illinois, USA
&
Jiachen YaoCharles H. Sandage Department of Advertising, University of Illinois at Urbana–Champaign, Champaign, Illinois, USA
Pages 65-74 | Published online: 15 Dec 2016

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Elizabeth Beard, Nicole M. Henninger & Vinod Venkatraman. (2022) Making Ads Stick: Role of Metaphors in Improving Advertising Memory. Journal of Advertising 0:0, pages 1-18.
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Matthew Peterson. (2022) How to Do Things with Pictures: Imagery in Visual Media as Workspace. Visual Communication Quarterly 29:1, pages 3-16.
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Andy King, Jeff Niederdeppe & Ethan Dahl. (2021) Visual Juxtapositions as Exemplars in Messages Promoting Healthy Dietary Behavior. Health Communication 36:10, pages 1200-1215.
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Geoffrey Ventalon, Grozdana Erjavec & Charles Tijus. (2020) Processing visual metaphors in advertising: an exploratory study of cognitive abilities. Journal of Cognitive Psychology 32:8, pages 816-826.
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Geoffrey Ventalon, Grozdana Erjavec, Sanghun Bang & Charles Tijus. (2020) Resource allocation for visual metaphor processing: A study of political cartoons. Visual Cognition 28:4, pages 256-262.
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Matthew O. Peterson. (2019) Aspects of visual metaphor: an operational typology of visual rhetoric for research in advertising. International Journal of Advertising 38:1, pages 67-96.
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Patrick T. Vargas, Brittany R. L. Duff & Ronald J. Faber. (2017) A Practical Guide to Experimental Advertising Research. Journal of Advertising 46:1, pages 101-114.
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Articles from other publishers (10)

Luuk Lagerwerf, Margot Van Mulken & Jefta B. Lagerwerf. (2023) Conceptual similarity and visual metaphor: effects on viewing times, appreciation, and recall. Frontiers in Communication 8.
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G. Ventalon, G. Erjavec & C. Tijus. (2023) A review of processing and analysing visual metaphors in psychology. European Review of Applied Psychology 73:4, pages 100836.
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Young Anna Argyris, Victoria R. Nelson, Kaleigh Wiseley, Ruoyu Shen & Alexa Roscizewski. (2023) Do social media campaigns foster vaccination adherence? A systematic review of prior intervention-based campaigns on social media. Telematics and Informatics 76, pages 101918.
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Regina W. Y. Wang & I-Ning Liu. (2022) Temporal and electroencephalography dynamics of surreal marketing. Frontiers in Neuroscience 16.
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Tae Hyun Baek, Seeun Kim, Sukki Yoon, Yung Kyun Choi, Dongwon Choi & Hyejin Bang. (2021) Emojis and assertive environmental messages in social media campaigns. Internet Research 32:3, pages 988-1002.
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Daria S. Bylieva. (2021) Visual syntax in social media. Semiotic studies 1:3, pages 6-12.
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Pankaj C. Patel, Marcus T. Wolfe & Andrew S. Manikas. (2020) Logic is (Somewhat) Overrated: Image-Based Versus Concept-Based Rhetoric in Crowdfunding Narratives. Entrepreneurship Theory and Practice 45:3, pages 600-625.
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Charles Young, Brian Gillespie & Christian Otto. (2019) The Impact of Rational, Emotional, And Physiological Advertising Images On Purchase Intention. Journal of Advertising Research 59:3, pages 329-341.
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Sony Kusumasondjaja & Fandy Tjiptono. (2019) Endorsement and visual complexity in food advertising on Instagram. Internet Research 29:4, pages 659-687.
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Dominic Cheetham. (2019) Multi-modal language input: A learned superadditive effect. Applied Linguistics Review 10:2, pages 179-200.
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