Visual Metaphor

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The Experts below are selected from a list of 360 Experts worldwide ranked by ideXlab platform

Charles Tijus - One of the best experts on this subject based on the ideXlab platform.

Jiachen Yao - One of the best experts on this subject based on the ideXlab platform.

  • memorable Metaphor how different elements of Visual rhetoric affect resource allocation and memory for advertisements
    Journal of current issues and research in advertising, 2017
    Co-Authors: Matthew S Peterson, Kevin Wise, Yilin Ren, Zongyuan Wang, Jiachen Yao
    Abstract:

    ABSTRACTThis article explores how different uses of Visual Metaphor affect cognitive resource allocation and memory for pictorial advertisements. Metaphor is ubiquitous in advertising, and Metaphors are often expressed entirely through imagery. Based on Phillips and McQuarrie's seminal typology of Visual Metaphor, we selected advertisements that featured either juxtaposition or fusion structures. We then conducted a within-subjects experiment in which thirty-six participants viewed a series of juxtaposition and fusion ads. While viewing each ad, participants were prompted to respond to a series of Visual probes. Their reaction times to these probes served as an indicator of cognitive resource allocation. Afterward, we assessed participants’ recognition and free recall accuracy. Reaction time data showed that fusion ads required greater cognitive resource allocation and yielded more accurate recall than juxtaposition ads. These results are discussed in terms of both theories of Visual Metaphor and limited ...

Geoffrey Ventalon - One of the best experts on this subject based on the ideXlab platform.

C Aragon - One of the best experts on this subject based on the ideXlab platform.

  • toward the operationalization of Visual Metaphor
    Association for Information Science and Technology, 2017
    Co-Authors: Alexis Hiniker, Sungsoo Hong, Yeaseul Kim, Nanchen Chen, Jevin D West, C Aragon
    Abstract:

    Many successful digital interfaces employ Visual Metaphors to convey features or data properties to users, but the characteristics that make a Visual Metaphor effective are not well understood. We used a theoretical conception of Metaphor from cognitive linguistics to design an interactive system for viewing the citation network of the corpora of literature in the JSTOR database, a highly connected compound graph of 2 million papers linked by 8 million citations. We created 4 variants of this system, manipulating 2 distinct properties of Metaphor. We conducted a between-subjects experimental study with 80 participants to compare understanding and engagement when working with each version. We found that building on known image schemas improved response time on look-up tasks, while contextual detail predicted increases in persistence and the number of inferences drawn from the data. Schema-congruency combined with contextual detail produced the highest gains in comprehension. These findings provide concrete mechanisms by which designers presenting large data sets through Metaphorical interfaces may improve their effectiveness and appeal with users.

Isabel Negro Alousque - One of the best experts on this subject based on the ideXlab platform.

  • the role of text in the identification of Visual Metaphor in advertising
    Procedia - Social and Behavioral Sciences, 2015
    Co-Authors: Isabel Negro Alousque
    Abstract:

    Abstract In the last decades Visual Metaphor has been considerably researched, particularly in advertising. Several methods have been developed for the identification and analysis of Visual Metaphor (e.g. Forceville, 1996 , Forceville, 2008 , Phillips, 2003 , Gkiouzepas and Hogg, 2011 ). Identifying the Metaphorical meaning of the image on the basis of formal and conceptual categories is quite straightforward in these methods. In this paper we provide an insight into the role of text in identifying Visual Metaphor in ads through the quantitative analysis of a small sample of online ads. Although the image may stand out as a separate unit, the verbal element often helps to determine the Metaphoricity of the image. The image-text interaction has been discussed by several scholars such as Barthes (1977) and Kress and van Leeuwen (2006). Whereas Barthes sees the relationship in terms of dependence of the image on the text, Kress and van Leeuwen claim that they are connected but independent. Our study leads us to postulate a Metaphoricity scale of the image on the basis of its relationship with the text.

  • Visual wine Metaphor and metonymy in ads
    Procedia - Social and Behavioral Sciences, 2015
    Co-Authors: Isabel Negro Alousque
    Abstract:

    Abstract The aim of advertising is to persuade consumers to buy a product or service. A distinct feature of advertising is its reliance on pictures to achieve this aim. Many ad images encode a Metaphor. In this paper we posit the view that Visual Metaphor relies upon perceptual similarity, conceptual similarity, or in the combination of both types. We shall examine the ways in which Visual Metaphors in Spanish ads for wines are construed on the basis of formal and conceptual criteria. Two issues will be addressed: (i) the representation of the target and the source; (ii) the role of Visual Metaphor as a persuasive strategy which enhances the appeal of wine.

  • Visual Metaphor and metonymy in frenc political cartoons
    Revista Espanola De Linguistica Aplicada, 2013
    Co-Authors: Isabel Negro Alousque
    Abstract:

    In the last thirty years the development of the Conceptual Metaphor Theory has led to a great amount of research into Metaphor. Although the research focus has been on verbal Metaphor, other types of Metaphor such as pictorial Metaphor (i.e. Metaphor occurring in pictures) and multimodal Metaphor (i.e. Metaphor occurring in diverse modes) have been investigated. In contrast, metonymy has attracted less attention, and its presence in specialized genres has not been considered. The present contribution provides a corpus-based analysis of Visual Metaphors and metonymies in French political cartoons by Plantu. The following issues are addressed: (i) description of the image shown in the cartoon; (ii) identification of the Metaphors and metonymies in terms of target and source; and (iii) the interaction between Metaphor and metonymy. It is argued that Metaphor and metonymy play a central role in the interpretation of political cartoons.

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