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AbstractThe effect of visual metaphor in advertising is claimed to follow a curvilinear pattern: visual metaphors that constitute a moderate challenge are said to have a bigger impact on appreciation than simpler or more complex metaphors. Until now, empirical evidence has been scarce. This study verifies whether the tipping point can indeed be identified. In an experiment, 485 participants judged 16 different metaphors (in advertisements for 16 different product categories) varying in conceptual complexity. Mediation analyses showed that metaphors of moderate complexity, although comprehended less well than simpler metaphors, are appreciated more than simpler and more complex metaphors. NOTE Notes1. We thank Nathaniel Herr for his very useful scripts and comments (http://www.nrhpsych.com/mediation/logmed.html consulted on December 27, 2013).
Mulken et al. (Thu,) studied this question.
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