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 be...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.展开更多
Architects treat building frontages with careful attention to aesthetic detail.The ability of a building’s frontage to draw attention is directly proportional to its aesthetic perception resulting from the compositio...Architects treat building frontages with careful attention to aesthetic detail.The ability of a building’s frontage to draw attention is directly proportional to its aesthetic perception resulting from the composition of its constituent physical features.While deciding on the building’s aesthetics is the architect’s prerogative,a question arises as to on what basis can an architect compare various conceptual designs and decide on the best option,considering the building users’“likeability”factor.Aesthetic perception ratings and rankings from 206 regular shoppers were elicited.Further,52 architects were asked to evaluate the aesthetics of these ranked shopping buildings.Combining Architects’Gestalt indices with Birkhoff’s aesthetic measures as well as ranking weightages given by the public,a frontage aesthetic perception index of likeability—FAPIL,is proposed as an indexical aid for design decision making by architects.The findings were elicited by giving due consideration to building users’as well as architect’s judgement so that they can be embodied into the design under conceptualization.Given site and cost constraints faced by the architect,the architect needs to ensure that the aesthetic features contributing to visual order be at least 2.3 times those that contribute to visual complexity for positive aesthetic perception of a shopping building.展开更多
基金supported by the National Social Science Foundation of China (Grant No. 19BYY088)。
文摘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.
文摘Architects treat building frontages with careful attention to aesthetic detail.The ability of a building’s frontage to draw attention is directly proportional to its aesthetic perception resulting from the composition of its constituent physical features.While deciding on the building’s aesthetics is the architect’s prerogative,a question arises as to on what basis can an architect compare various conceptual designs and decide on the best option,considering the building users’“likeability”factor.Aesthetic perception ratings and rankings from 206 regular shoppers were elicited.Further,52 architects were asked to evaluate the aesthetics of these ranked shopping buildings.Combining Architects’Gestalt indices with Birkhoff’s aesthetic measures as well as ranking weightages given by the public,a frontage aesthetic perception index of likeability—FAPIL,is proposed as an indexical aid for design decision making by architects.The findings were elicited by giving due consideration to building users’as well as architect’s judgement so that they can be embodied into the design under conceptualization.Given site and cost constraints faced by the architect,the architect needs to ensure that the aesthetic features contributing to visual order be at least 2.3 times those that contribute to visual complexity for positive aesthetic perception of a shopping building.
