Summa Cum Laude Thesis Presentation

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Visual Tropes vs. Verbal Tropes in Advertising. Presentation to accompany Libby Issendorf's Summa Cum Laude thesis at the University of Minnesota. 2008. Unpublished.

See the full thesis here: http://www.slideshare.net/libbyjuju/summa-cum-laude-thesis-presentation

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Summa Cum Laude Thesis Presentation

  1. 1. VISUAL TROPE VS. VERBAL TROPE IN ADVERTISING Libby Issendorf Summa Cum Laude Thesis
  2. 2. EXISTING RESEARCH How are tropes processed?
  3. 3. EXISTING RESEARCH How are tropes processed? Visual metaphors  translated to words
  4. 4. EXISTING RESEARCH How are tropes processed? Visual metaphors  translated to words Verbal metaphors  translated to images
  5. 5. EXISTING RESEARCH
  6. 6. EXISTING RESEARCH Existing studies
  7. 7. EXISTING RESEARCH Existing studies Comprehension better when verbal metaphors had visual aids
  8. 8. EXISTING RESEARCH Existing studies Comprehension better when verbal metaphors had visual aids Visual tropes gained more attention and liked better
  9. 9. EXISTING RESEARCH
  10. 10. EXISTING RESEARCH Problems with existing studies
  11. 11. EXISTING RESEARCH Problems with existing studies Different brands and products
  12. 12. EXISTING RESEARCH Problems with existing studies Different brands and products Different metaphors
  13. 13. EXISTING RESEARCH Problems with existing studies Different brands and products Different metaphors Not a direct comparison
  14. 14. 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.”
  15. 15. METHODS
  16. 16. 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.”
  17. 17. 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.”
  18. 18. 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”
  19. 19. RESULTS
  20. 20. RESULTS Ads that used verbal tropes were remembered more frequently, especially for the Tabasco brand
  21. 21. 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.
  22. 22. 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.
  23. 23. RESULTS
  24. 24. RESULTS
  25. 25. RESULTS
  26. 26. RESULTS
  27. 27. IMPLICATIONS
  28. 28. IMPLICATIONS Further study regarding ads that use both types
  29. 29. IMPLICATIONS Further study regarding ads that use both types Art direction is important
  30. 30. 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!
  31. 31. THANK YOU!

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