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.

中文翻译：

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言语锚定对广告图片隐喻处理的影响

尽管调查广告中的隐喻越来越流行，但是仍然存在一些未解决的争论，例如不同形式的元素之间的相互作用。这项研究由三个行为实验组成，旨在通过观察认知和情感指标，广告理解力和广告相似度，来确定言语锚定（文字锚定，隐喻锚定和无关锚定）如何影响广告中图示隐喻的处理。结果表明：1）形象情态中的隐喻比言语情态中的隐喻识别速度更快，2）言语锚定有助于参与者理解和理解绘画中的隐喻； 3）具有中等新颖性的字面锚定隐喻产生了最有利的认知反应。该研究不仅丰富了广告中多模式隐喻的现有理论框架，而且为广告商和制造商设计有效的多模式广告提供了图形隐喻和言语元素之间的最佳匹配。