Summa Cum Laude Thesis Presentation
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The document discusses a study comparing the effects of visual tropes versus verbal tropes in advertising. The study found that ads using verbal tropes were remembered more frequently, especially for the brand Tabasco, while ads using visual tropes were better comprehended, especially for the brand Orbit. Both types of tropes had an equal impact on attitudes toward the brands. The implications are that further research is needed on ads using both visual and verbal tropes, art direction is important, and that visual tropes can be effective, just in a different way than verbal tropes.
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Summa Cum Laude Thesis Presentation
- 1. VISUAL TROPE VS. VERBAL TROPE IN ADVERTISING Libby Issendorf Summa Cum Laude Thesis
- 6. EXISTING RESEARCH How are tropes processed?
- 7. EXISTING RESEARCH How are tropes processed? Visual metaphors translated to words
- 8. EXISTING RESEARCH How are tropes processed? Visual metaphors translated to words Verbal metaphors translated to images
- 11. EXISTING RESEARCH Existing studies Comprehension better when verbal metaphors had visual aids
- 12. EXISTING RESEARCH Existing studies Comprehension better when verbal metaphors had visual aids Visual tropes gained more attention and liked better
- 14. EXISTING RESEARCH Problems with existing studies
- 15. EXISTING RESEARCH Problems with existing studies Different brands and products
- 16. EXISTING RESEARCH Problems with existing studies Different brands and products Different metaphors
- 17. EXISTING RESEARCH Problems with existing studies Different brands and products Different metaphors Not a direct comparison
- 26. 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.”
- 27. METHODS
- 28. 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.”
- 29. 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.”
- 30. 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”
- 31. RESULTS
- 32. RESULTS Ads that used verbal tropes were remembered more frequently, especially for the Tabasco brand
- 33. 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.
- 34. 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.
- 35. RESULTS
- 36. RESULTS
- 37. RESULTS
- 38. RESULTS
- 41. IMPLICATIONS
- 42. IMPLICATIONS Further study regarding ads that use both types
- 43. IMPLICATIONS Further study regarding ads that use both types Art direction is important
- 44. 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!
- 45. THANK YOU!