VISUAL TROPE VS. VERBAL TROPE IN
ADVERTISING
Libby Issendorf
Summa Cum Laude Thesis

EXISTING RESEARCH
How are tropes processed?

EXISTING RESEARCH
How are tropes processed?
Visual metaphors  translated to words

EXISTING RESEARCH
How are tropes processed?
Visual metaphors  translated to words
Verbal metaphors  translated to images

EXISTING RESEARCH

EXISTING RESEARCH
Existing studies

EXISTING RESEARCH
Existing studies
Comprehension better when verbal metaphors had visual aids

EXISTING RESEARCH
Existing studies
Comprehension better when verbal metaphors had visual aids
Visual tropes gained more attention and liked better

EXISTING RESEARCH

EXISTING RESEARCH
Problems with existing studies

EXISTING RESEARCH
Problems with existing studies
Different brands and products

EXISTING RESEARCH
Problems with existing studies
Different brands and products
Different metaphors

EXISTING RESEARCH
Problems with existing studies
Different brands and products
Different metaphors
Not a direct comparison

METHODS
Memory
Unaided recall: “What brands do you remember?”
Aided recall: “One of the brands advertised was Tabasco. Do you
remember this ad?”
What was remembered: “What do you remember about this ad?”
Likert scale: “This ad grabbed my attention.”

METHODS

METHODS
Comprehension
“What do you think the ad was trying to say (its message)?”
Likert scale: “The main message of this ad was easy to understand.”

METHODS
Comprehension
“What do you think the ad was trying to say (its message)?”
Likert scale: “The main message of this ad was easy to understand.”
Attitude
Likert scale: “I liked this ad.”

METHODS
Accepted answers
“this gum will make your smile bright”
“it was a person with a lampshade on their head, and it looked like there
was a light coming from her head (presumably her teeth)”
Unaccepted answers
“i just remember that there was one”
“the girl’s head was covered”

RESULTS

RESULTS
Ads that used verbal tropes were remembered more frequently,
especially for the Tabasco brand

RESULTS
Ads that used verbal tropes were remembered more frequently,
especially for the Tabasco brand
Ads that used visual tropes were comprehended better, especially for
the Orbit brand.

RESULTS
Ads that used verbal tropes were remembered more frequently,
especially for the Tabasco brand
Ads that used visual tropes were comprehended better, especially for
the Orbit brand.
Both types of trope had equal effects on attitude for both brands.

RESULTS

RESULTS

RESULTS

RESULTS

IMPLICATIONS

IMPLICATIONS
Further study regarding ads that use both types

IMPLICATIONS
Further study regarding ads that use both types
Art direction is important

IMPLICATIONS
Further study regarding ads that use both types
Art direction is important
Visual tropes do work, just in a different way than verbal tropes!

THANK YOU!