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- W3176022015 abstract "The current research proposes to verify , through experimentation , the effect of two types of visual metaphor ( Fusion and Juxtaposition ) on cognitive elaboration and attitude toward the advertising . The study will set out to assess not only the direct effect of visual metaphor but also the moderating role of cognitive elaboration in altering consumer attitude toward the advertisement . The current study has assumed that ; Hl ) the level of elaboration will increase gradually starting from juxtaposition to fusion metaphor . H2 ) Attitude toward the advertisement will increase gradually starting from juxtaposition to fusion metaphor . Sample of ( 50 ) students from the Faculty of Arts English Department- Fayoum University took part in the survey . Results from this experiment showed that fusion metaphor had the most positive effect on attitude toward the advertisement ." @default.
- W3176022015 created "2021-07-05" @default.
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- W3176022015 date "2022-01-01" @default.
- W3176022015 modified "2023-09-25" @default.
- W3176022015 title "The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor" @default.
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- W3176022015 doi "https://doi.org/10.21608/jfafu.2022.160870" @default.
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