文字参照对广告图像隐喻加工的影响

The Effect of Verbal Anchoring on the Processing of Advertising Pictorial Metaphors

广告隐喻研究越来越流行,但仍有一些尚未解决的争论,例如不同模态元素之间的相互作用。本研究由三个行为实验组成,旨在通过观察认知和情感指标,即广告理解度和广告喜爱度,来确定语言参照(本义参照、隐喻参照和无关参照)对图像隐喻加工的影响。研究结果表明:1)图像隐喻比言语形式的隐喻识别速度快;2)语言参照促进参与者对图像隐喻的理解和喜爱;3)适度新奇的隐喻在本义参照下引起最有利的认知反应。本研究不仅丰富了现有的广告多模态隐喻理论框架,而且提出了图像隐喻与语言要素的最佳匹配,为广告主和制造商设计有效的多模态广告提供了依据。

Although investigating metaphors in advertising is gaining in popularity, there are still certain unresolved arguments, such as the interaction between elements of different modalities. This study,composed of three behavioral experiments, aims to identify how verbal anchoring(literal anchoring, metaphor anchoring and unrelated anchoring) influences the processing of pictorial metaphors in advertising, by observing the cognitive and affective indicators, advertising comprehension and advertising likeability. The results showed 1) that metaphors in pictorial modality were recognized more quickly than those in verbal modality, 2) that verbal anchoring facilitated participants ’ comprehending and appreciating of pictorial metaphors and 3) that literally-anchored metaphors with a moderate level of novelty yielded the most favorable cognitive responses. The study not only enriches the existing theoretical framework of multimodal metaphors in advertising, but also proposes an optimal match between pictorial metaphors and verbal elements, for advertisers and manufacturers to design effective multimodal advertisements.