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Journal article
Validating a modified typology of visual metaphor: Evidence form artful deviation, imagistic elaboration and ad attitude
Journal of marketing communications, Vol.26(5), pp.509-527
07/03/2020
Abstract
Building on the well-established visual metaphor typology of juxtaposition, fusion and replacement, this paper first proposed simple juxtaposition and contextual juxtaposition as two variations of juxtaposition, and the visual structure complexity of contextual juxtaposition lies between simple juxtaposition and replacement. Then the validity of the modified typology was tested and supported by difference in perceived artful deviation and imagistic elaboration between simple and contextual juxtaposition. However, contrary to the predictions, no such difference was found between contextual juxtaposition and replacement. In addition, perceived artful deviation and imagistic elaboration were found to mediate metaphor type on ad attitude when the two juxtaposition types were compared. The results support the proposition that there are two variations of juxtaposition visual metaphor and the superiority of contextual juxtaposition over simple juxtaposition. This study extends existing frameworks of visual metaphor typology and suggests that the role of visual context may play a more crucial role than visual structure for visual metaphors. Details of a mediation analysis were presented, and theoretical and practical implications were discussed.
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Details
- Title
- Validating a modified typology of visual metaphor: Evidence form artful deviation, imagistic elaboration and ad attitude
- Publication Details
- Journal of marketing communications, Vol.26(5), pp.509-527
- Resource Type
- Journal article
- Publisher
- Routledge
- Copyright
- © 2018 Informa UK Limited, trading as Taylor & Francis Group
- Identifiers
- 99380171297306600
- Academic Unit
- College of Arts, Social Sciences, and Humanities; Communication
- Language
- English