ABSTRACT

This paper investigates the role of visual working memory capacity for visual metaphor processing in advertising. First, participants were successively shown 82 visual metaphors and were asked to indicate whether they were a fusion or a replacement while performing a visual structure decision task. Second, in a verbalisation task, participants were invited to orally interpret the same 82 visual metaphors. Verbalisations were analyzed through three semiotic dimensions: expression, conceptualisation, and communication. Results showed that in the first task, metaphor type had a limited effect, while the difference in visual working memory capacity was close to significance. In the second task, fusions elicited more verbalisations in the expression dimension and had faster verbalisation times than replacements. Furthermore, verbalisation times were faster for high visual working memory participants. These findings are discussed in relation to the visual metaphor literature, and research perspectives are provided to empirically explore visual metaphor processing.

摘要

本文研究视觉工作记忆能力在广告中的视觉隐喻处理中的作用。首先，向参与者连续显示82个视觉隐喻，并要求他们在执行视觉结构决策任务时指出它们是融合还是替代。其次，在口头化任务中，邀请参与者口头解释相同的82个视觉隐喻。语言表达通过三个符号学维度进行分析：表达，概念化和交流。结果表明，在第一项任务中，隐喻类型的作用有限，而视觉工作记忆能力的差异接近显着性。在第二项任务中，融合在表达维度上引起了更多的疑问，并且比替代词具有更快的语言表达时间。此外，高视觉工作记忆参与者的口头化时间更快。这些发现是与视觉隐喻文献相关的，并提供了研究视角以实证探索视觉隐喻的加工过程。