Salience in Visual Context: Effects on Appreciation of Advertisements

Size: px
Start display at page:

Download "Salience in Visual Context: Effects on Appreciation of Advertisements"

Transcription

1 Salience in Visual Context: Effects on Appreciation of Advertisements Luuk Lagerwerf Communication Science Vrije Universiteit 3972 HV Amsterdam Abstract The notion of salience in the lexicon is used to predict effects of deliberate ambiguity in print ads. An advertisement is more appreciated if the salient meaning of the headline is not the appropriate meaning. When non-salient, secondary meanings are more relevant in the combination of words or the visual context, appreciation for the ad will enhance. In an experiment, advertisements were manipulated with respect to ambiguity (headline) and target group orientation (image). Results show that the ambiguous headlines are appreciated more than the straightforward ones, independent of the respondents trait openness to experience. Although the manipulation check shows that the manipulation in the materials was successful, direct appreciation effects of the visual context in target groups were not found. Instead, inappropriateness of the visual context seemed to be effective. 1 Introduction Thamar Siebring Policy, Communication and Organization Vrije Universiteit siebringt@hotmail.com There are different definitions of the term salience in linguistics. A common denominator is that salience is used as a background for explanations of other phenomena, such as anaphora resolution or disambiguation of discourses. In the research presented in this chapter we assume that the Graded Salience hypothesis provides explanations for disambiguation of headlines in (visual) contexts (Giora 2002). We further adopt the Optimal Innovation hypothesis to account for the differences in appreciation of the advertisements in this research (Giora et al. 2004). Graded salience refers to activation of lexical meanings ordered by salience (in a mental lexicon), rather than an ordering by contextual relevance, in the process of interpreting language in context. The Graded Salience hypothesis is best understood in contrast with Relevance Theory. According to the latter theory, relevance in context and situation is supposed to control lexical choice (Sperber and Wilson 1995). Graded salience states that interpretation starts with lexical alternatives and ends with contextual relevance. In addition to graded salience, the Optimal Innovation hypothesis states that metaphors are appreciated most if their interpretations consist of available, more and less salient, lexical alternatives, and contain only some new meaning inferences (Giora et al. 2004). The purpose of this chapter is to apply the salience and innovation approach to possible effects of advertisements on readers. We were interested in the interplay of the visual design of print ads with deliberate ambiguity of the headlines (Lagerwerf 2002), and in appreciation differences between respondents characteristics. We had the following research questions: 1. Are ambiguous headlines in ads appreciated more than straightforward ones? 2. Are ambiguous headlines appreciated more in highbrow visual contexts than in common visual contexts? 3. Are ambiguous headlines appreciated more in appropriate contexts than in inappropriate ones? In the next section we explain and underpin these questions, and formulate our hypotheses. We first illustrate our way of using salience and innovation in the experiment. Then we specify the role of visual design in creating types of contexts for the headlines. Finally, the role of appropriateness as a factor in both interpretation and appreciation is elucidated. The experiment is reported in the subsequent sections.

2 2 Optimal Innovation in Advertising In order to illustrate salience and innovation in our experiment we refer to the ad variants in Appendix A (we manipulated 5 different ads this way). In two of the four conditions (the ambiguous heading conditions) the heading reads Speechless. In Dutch as well as in English, the most salient meaning of this word is something like silent in admiration. A less salient interpretation would be without speech. In the context of a camera cell phone, the less salient lexical alternative is more relevant within its context. Still, the salient alternative is contributing to the interpretation as well. According to the Optimal Innovation hypothesis (extended to deliberate ambiguity instead of solely metaphor), this ambiguous interpretation will be appreciated more than an interpretation in which only one, salient, meaning is possible (Giora et al., 2004; the hypothesis was two-sided: Metaphors conveying only non-salient and new meanings will also be less appreciated). In the other two conditions Love and kisses has only one salient meaning, supported by the visual context. The interpretation is straightforward. Optimal innovation predicts lower appreciation. The Optimal Innovation hypothesis corresponds to findings in the fields of literary and advertising research. Metaphors have been investigated in literary research for their effects on arousal and pleasure (Steen 1994; Giora 2002; Goatly 1997; Giora et al. 2004). Recognition of incongruity in metaphorical stimuli have a measurable psychophysiological effect (Hoorn 1997). For advertisements, it has been established that ambiguous headlines are appreciated more, unless they are not understood, irrelevant, or too obvious (Van Mulken, Enschot-Van Dijk, and Hoeken 2005; Lagerwerf 2002). Appreciation is an important feature for advertising, since it enhances the Attitude towards the ad (MacKenzie, Lutz, and Belch 1986; Mitchell and Olson 1981; Mitchell 1986), which in turn may affect purchase behaviour. A first hypothesis can thus be formulated: H1: Ambiguous headlines are appreciated more in print ads than are straightforward headlines. The example Speechless already indicated that salience is not the same as literal interpretation. In fact, salience is an attempt to replace the notion of literal meaning as the most immediate lexical meaning of terms in the lexicon, or compositional meaning as the most immediate meaning of a phrase. Conventionalized metaphors and idioms dominate our language use rather than decorate it with secondary meanings (Lakoff and Johnson 1980). In the mental lexicon, salient meanings are those meanings that pop up instantaneously, while less salient meanings do not need to come to mind immediately. With Speechless, the literal interpretation is less salient, and comes about only after suppression of more salient alternatives (Giora 2002). Different factors may cause lexical meanings to be more or less salient: (1) Lexical items that are more frequent are more likely to be salient (Landauer and Dumais 1997); (2) From individual experiences, some meanings may be more familiar, irrespective of relative frequencies (Gernsbacher 1984); (3) Lexical choices in conversation and writing are often determined by conventions, favouring one expression over an equivalent other (Gibbs 1983); (4) Prototypical members of categories are more likely to be referred to with the category name than are non-prototypical members of the same category (Armstrong, Gleitman, and Gleitman 1983; see also Lagerwerf 1998). How these factors interact in establishing saliency, is described in Giora (2002). The hypothesis that ambiguous headlines are appreciated more than straightforward headlines is in most cases tested on samples from students populations (Lagerwerf 2002; Van Mulken, Enschot-Van Dijk, and Hoeken 2005; Phillips 2000). However, respondents may differ in their appreciation when they have different educational backgrounds (Lagerwerf and Meijers 2005). In order to find out whether there are differences between respondents for liking rhetorical effects such as ambiguity, we tried to establish a respondents trait called Openness to experience (McCrae and Costa Jr. 1999). Openness to experience is one of the so called big five of personality traits (Piedmont 1998). Since resolving ambiguity enhances appreciation through optimal innovation, we expected that H1 would especially be confirmed for respondents high on openness to experience: One has to open his or her mind in order to appreciate ambiguity. Straightforward headlines would then be appreciated more by people low on openness to experience.

3 H2: People with high Openness to experience appreciate ambiguous headlines in print ads more than do people with low Openness to experience. Besides this personality trait, we controlled for gender, age and education. Although graded salience is initially contextindependent in offering meaning alternatives, visual context is important for both interpretation and appreciation of the ads. We investigated two aspects of the visual context: Effects of visual design regarding target group differences, and the interplay of headline and visual context. Advertising research of visual rhetoric increased in the past ten years (Mothersbaugh, Huhmann, and Franke 2002; Phillips and McQuarrie 2002; Phillips 2000; McQuarrie and Mick 2003, 1999, 1996; Scott 1994; Forceville 1996). In fact, the analysis of visual rhetoric strongly resembles the way in which verbal metaphors are analysed (McQuarrie and Mick 1996). Although cultural differences in understanding visual metaphors have been tested (for different national backgrounds, McQuarrie and Mick 1999), there is little attention for effects of visual design in different target groups. Since visual rhetoric research has been oriented on students populations, there is a risk of a sample bias. Does everyone like the same kind of visuals? In order to find a tentative answer, we conducted a corpus analysis as preliminary research. We selected 808 print advertisements from 40 different magazines. These magazines were divided in magazines with target groups in different socio-economic classes (high: AB; low: CD). There were significant differences in the following features: few or no people (AB) versus many people (CD); sad or neutral looking people (AB) versus happy looking people (CD); shaded colors (AB) versus bright colors (CD) (differences were significant using Chi-square tests). We decided that it would be possible to manipulate these features to form highbrow visualizations versus common visualizations (see the examples in the appendix). In the same line of thought, we expected deliberate ambiguity in the headlines to be more highbrow, and straightforward interpretations to be more common (but this was not tested in preliminary research). Combining text variants with visual variants, we developed the materials in four conditions, exemplified in Appendix A. We expected an interaction effect of text and visual context on the basis of this manipulation: H3: Ambiguous headlines are appreciated more than straightforward headlines in highbrow visual contexts. H4: Straightforward headlines are appreciated more than ambiguous headlines in common visual contexts. Although graded salience implies that lexical meaning comes first, the visual context is important for the interpretation of the headlines. In Love and kisses the salient meaning is the goodbye greeting, in Dutch expressed with little kiss. Without context (but with the quotation marks) it would be unclear in which circumstances the greeting took place, or whether something else had to be interpreted. Within the visual context it becomes clear that the camera cell phone is expressing the goodbye visually. The salient meaning is confirmed. In the common visual context, some feelings of happiness seem to be expressed by the man in the picture, but this is not inconsistent. In the Speechless variant, the salient meaning is not consistent with the visual context. This meaning is suppressed and the less salient, more literal meaning comes about. The headline is used inappropriately with respect to its context, and consequently, less salient meanings are probed to get a more appropriate interpretation. Recognizing the ambiguity is recognizing inappropriateness (see Attardo 2000). An interpretation is successful when both salient and less salient meanings intertwine (optimal innovation). This process of interpretation is not restricted to lexical ambiguity. Attardo (2000) defines relevant inappropriateness to analyse irony. If an interpretation that comes forth from salient meanings is not appropriate in its context, we may look for an interpretation with another intention than purely informational. This way, we are able to recognize utterances as ambiguous, humorous, ironic, sarcastic, or metaphorical. The theory of relevant inappropriateness may shed another light on the hypotheses 3 and 4. The inappropriateness may relate to other properties than lexical meaning, such as the weirdness of the boy in the common visual context with the headline Speechless. Is he visualizing speechlessness? Also, the straightforward headlines are quite expressive, and this expressiveness does not match very well with the shaded colors of the high brow

4 visual contexts (the boy is more meaningful if we imagine that he is cheering for the kiss he receives). These kinds of inappropriateness may initiate a process of looking for speaker intentions that fit the context. Relevant inappropriateness predicts that if this fit is not existent, the interpreter will be frustrated, resulting in low appreciation. In other words, we expect matching pairs (or: headlines that have appropriate visual contexts) to be more appreciated than the other pairs. H5: Headlines with appropriate visual contexts are appreciated more than are headlines without. 3 Method 3.1 Respondents A purposive sample was taken from the Dutch population of people more than twenty years of age (M age =39.7 years). The sample consisted of 86 men (48%) and 94 women (52%). Respondents highest education was university (8%), higher vocational education (39%), intermediate vocational education (26%), secondary education (27%). 3.2 Design and materials In a 2x2 design, advertisements in Dutch were created in 4 conditions: highbrow image with ambiguous headline, highbrow image with straightforward headline, common image with ambiguous headline, and common image with straightforward headline. In Appendix A, an example of these four conditions is given for one product. The difference between the kinds of image was created by changing the colors (bright/shaded), the number of people on the images, and the gravity of their looks. Within each condition, five ads were created, for different products: photo camera, food product, mobile phone, winter sports, summer holiday. For each product, a variant was made to fit in one of the cells in the design. In total, twenty ad variants were used for the materials. These variants were divided into five portfolios. No variants of the same product occurred in one portfolio. 3.3 Measures Besides the demographic variables gender, education, and age, a psychographic variable was measured in order to verify between-subjects effects. This was the trait Openness to experience. This trait is one of the Big Five, operationalized in an extensive question list instrument (Piedmont 1998). Our own earlier research revealed no or modest effects of Need for Cognition (Cacioppo, Petty, and Kao 1984) and education. Need for Cognition disturbs experiencing humor (Zhang 1996). Education, but not Need for Cognition, moderates the liking of visual metaphors (Lagerwerf and Meijers 2005). We wanted to establish a personality trait that would explain liking of rhetorical effects. Openness to experience consists of six dimensions (fantasy, esthetics, feelings, actions, ideas, and values). We used two items for each dimension. Cronbach s alpha =.67; a factor analysis revealed that fantasy and actions are the most prominent dimensions, while esthetics and ideas did not come about. We decided to maintain the instrument. Two items per dimension was not enough to measure separate dimensions, but reliability was sufficient for the scale as a whole. The manipulation was checked by asking for judgements on each ad: The people look happy and/or have fun; the ad is colored brightly; text and image fit together well; the headline makes me think. The dependent variable was the Attitude towards the ad (Bhat, Leigh, and Wardlow 1998). This variable consists of a cognitive (the ad is good, amusing, informative, credible), affective (is irritating, makes me cheerful, interests me, bores me), and conative (I want to use this product in future, I m inclined to use this product) dimension. Cronbach s alphas across all ads were.85,.82, and.76 respectively. 3.4 Procedure All respondents received one question list, and one of the five portfolios. Having completed the questions concerning demographic and psychographic information, the respondent looked at the first ad, and completed the Attitude towards the Ad items. Then, the next ads and attitude questions were presented. After reviewing the whole portfolio, respondents were asked to look at the ads again and complete, per ad, the manipulation check questions.

5 3.5 Data analysis Manipulation check (except for number of people), Openness to experience and Attitude towards the ad were measured on five point Likert scales or five point semantic differential scales. Manipulation check and hypotheses were tested by performing a variance analysis in a general linear model with the four conditions as repeated measures. A post hoc regression analysis was conducted as well. 4 Results A manipulation check was performed to check whether the manipulations were recognized by the respondents. The judgement in the ad one or more persons are depicted was answered with yes more often for the common visual context ads (χ 2 =122,883, df=3, p<.001). In table 1, the means of the other manipulation check questions are presented. Visual context Common Highbrow Headline Headline straight ambiguous straight ambiguous Depicted persons have fun* 4.16 (0.68) 4.27 (0.58) 2.79 (0.91) 2.82 (0.93) Bright colors* 3.71 (0.91) 3.84 (0.89) 2.96 (0.92) 2.94 (0.85) Text and image fit well* 3.59 (0.80) 3.41 (0.96) 3.33 (1.01) 3.66 (0.83) Headline makes me think* 2.63 (0.96) 2.89 (0.96) 2.68 (0.99) 3.19 (1.00) *: p <.001 (F-tests, main effects indicated in bold face) Table 1. Manipulation check means and standard deviations for each condition (N=180) The manipulated conditions differ from each other significantly, in the expected direction. For depicted persons and bright colors there was a main effect of common visual context (F(1,175)= , and F(1,175)= , respectively). For fit of text and image, there was an interaction effect (F(1,175)=14.697), where common visual contexts with straightforward headlines and highbrow visual contexts with ambiguous headlines score higher than the other two conditions. The ambiguous headlines were making the respondent think more than the straightforward ones (main effect of headline, F(1,175)=35.694). Also, there is an interaction effect of headline and visual context. Apparently, respondents recognize the appropriateness of the visual context. In table 2, the means for the Attitude towards the ad are given. Visual context Common Highbrow Headline Headline straight ambiguous straight ambiguous Cognitive component* 3.00 (0.68) 3.33 (0.67) 3.01 (0.76) 3.19 (0.73) Affective component* 3.02 (0.68) 3.25 (0.65) 3.01 (0.72) 3.13 (0.66) Conative component* 2.35 (0.84) 2.66 (0.84) 2.53 (0.86) 2.62 (0.88) Aad (comprehensive)* 2.90 (0.63) 3.19 (0.60) 2.93 (0.69) 3.07 (0.64) *: p <.001 (F-tests, main effects indicated in bold face) Table 2. Means and standard deviations of Attitude towards the ad for each condition (N=180) There are only main effects of the headline: on all components, ambiguous headlines score higher than do straightforward headlines. Hypothesis 1 is confirmed. However, there is no interaction of appreciation values for headline and context. Hypotheses 3 and 4 are therefore rejected. Openness to experience did not moderate the Attitude towards the ad. Hypothesis 2 is rejected. Education does moderate the Attitude towards the

6 ad, but in the opposite direction: Higher educated respondents appreciate common visual contexts more than do lower educated respondents, with only a small difference in appreciation for the high brow visual contexts (F(1,178)=13.650, p<.001). On the basis of the results in table 2, hypothesis 5 should be rejected as well. However, the manipulation check showed that fit of the headline in the visual context was recognized by the respondents. Therefore, a post hoc analysis is performed: a regression analysis of attitude towards the ad on the manipulation check questions, dichotomous dummy variables representing the conditions, and their multiplications as interaction variables. The results of this analysis are shown in table 3. Attitude towards the ad on: Beta R²=.386 Persons have fun.030 p=.386 Bright colors.083 p<.05 Headline and image fit well.206 p<.001 Headline makes me think.456 p<.001 Visual context condition p=.966 Headline condition.079 p<.05 Bright colors * visual context condition.006 p=.849 Bright colors * headline condition.063 p<.05 Bright colors * visual context cond. * headline cond..024 p=.478 Headline and image fit well * visual context condition p=.590 Headline and image fit well * headline condition p<.01 Headline and image fit well * visual context cond. * headline cond p=.474 Headline makes me think * visual context condition.018 p=.600 Headline makes me think * headline condition p=.900 Headline makes me think * visual context cond. * headline cond p=.395 Table 3: Regression of attitude towards the ad on manipulation check and condition In table 3, it appears that headline fit (β=.206, p<.001) and the headline perception (β=.456, p<.001) explain most of the variance for Attitude towards the ad (in total, the model itself explains 38,6 % of the variance). Bright colors in the visual context positively affect the Attitude towards the ad (β=.083, p<.05). The main effect of the ambiguity of the headline is reflected in the positive affect on appreciation of the headline condition (straightforward or ambiguous; β=.079, p<.05). There is an interaction between the headline condition and headline fit (β=-.102, p<.01), as well as between headline condition and bright colors (β=.063, p<.05). These interactions need further interpretation. This is done in the Figures 1 and 2, by calculating the appreciation values in the regression equation for the maximum and minimum values of the interaction factors. Attitude towards the ad Straightforward Ambiguous -1 1 Fit of text and image Figure 1. Interaction of Straightforward and Ambiguous headlines and Fit of text and image for Attitude towards the ad. From Figure 1, we may infer that straightforward headlines are less appreciated when they do not fit their visual context, whereas contextual fit does not affect the appreciation for ambiguous headlines to the same extent.

7 Attitude towards the ad Straightforward -1 1 Bright colours in image Ambiguous Figure 2: Interaction of Straightforward and Ambiguous headlines and perception of Bright colors in image for Attitude towards the ad. From Figure 2, we may infer that ambiguous slogans are appreciated more in a brightly colored visual context than without bright colors, whereas the appreciation for straightforward headlines is not affected by bright colors. Hypothesis 5 is rejected. From Figure 1 we infer that although the Attitude towards the ad is enhanced for straightforward headlines with contextual fit, it is not affected by ambiguous headlines. In Figure 2 the Attitude towards the ad is positively affected by ambiguous headlines in inappropriate (brightly colored) visual contexts. 5 Discussion This research has re-established the effectiveness of ambiguity in headlines (hypothesis 1). However, the effects of and the interaction with the visual context was not very impressive (rejection of the other hypotheses). A first explanation could be sought in the manipulation of the images. However, both the preliminary research and the manipulation check were quite convincing in the choice of the image features and their manipulation. It has not been too subtle, and it imitates what copy writers design for their target groups (but maybe wrongly so). A more subtle explanation is that playing with salience was not just done in the headline, but also between headline and visual context. That is, the inappropriateness of the wordplay was perhaps quite obvious for everyone, and the less salient meaning easy to grasp. The support of the images for the headlines was not really necessary. Instead, people might have experienced the common visual context as inappropriate and appreciate the inappropriateness as more tickling than the supportive, highbrow contexts (as the post hoc analysis pointed out). Perhaps the use of bright colors was over the top, and appreciated as deliberately inappropriate (irony, by overstating the advertisement properties of the ad). An indication for this line of reasoning might be that the difference in Attitude towards the ad between higher and lower educated respondents was opposite to our expectations: The common visual contexts were appreciated more by the higher educated. In case of recognizing visual properties of images, the resolution of inappropriateness cannot always be spelled out into (lexical) meanings. In sum, the results of the experiment support the graded salience and the optimal innovation hypotheses (Giora 2002; Giora et al. 2004), but only for the appreciation of the headlines. The interaction with the visual context might be explained by relevant inappropriateness (Attardo 2000), but that would require a more elaborate account of the extralinguistic aspects of this theory. McQuarrie and Mick s (1996) definition of rhetorical devices as artful deviations from audience expectations is a fluid one: when people are exposed to a certain rhetorical device too often, they do not respond to it in the desired way, but appreciate it as just the ordinary way of advertising. This process of conventionalization affects the saliency of both verbal and visual information: what was inappropriate at first will become salient later on. Inappropriateness seems to be the factor that enhances appreciation, be it linguistic or visual. The extent to which inappropriateness should be relevant as well in order to get the appreciation is a topic for further research. References Sharon L. Armstrong, Lila R. Gleitman, and Henry Gleitman What Some Concepts Might Not Be. Cognition 13: Salvatore Attardo Irony as Relevant Inappropriateness. Journal of Pragmatics 32: Subodh Bhat, Thomas W. Leigh, and Daniel L. Wardlow The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads. Journal of Advertising 27 (4):9-28.

8 John T. Cacioppo, Richard E. Petty, and Chuan F. Kao The Efficient Assessment of Need for Cognition. Journal of Personality Assessment 48: Charles Forceville Pictorial Metaphor in Advertising. London: Routledge. Morton A. Gernsbacher Resolving Twenty Years of Inconsistent Interactions between Lexical Familiarity and Orthograhy, Concreteness, and Polysemy. Journal of Experimental Psychology: General 113: Ray W. Gibbs Jr Do People Always Process the Literal Meaning of Indirect Requests? Journal of Experimental Psychology: Learning, Memory, and Cognition 9: Rachel Giora On Our Mind : Salience, Context, and Figurative Language. Oxford: Oxford University Press. Rachel Giora, Ofer Fein, Ann Kronrod, Idit Elnatan, Noa Shuval, and Adi Zur Weapons of Mass Distraction: Optimal Innovation and Pleasure Readings. Metaphor and Symbol 19 (2): Andrew Goatly The Language of Metaphors. London: Routledge. Johan F. Hoorn Metaphor and the Brain: Behavioral and Psychophysiological Research into Literary Metaphor Processing. PhD, Faculty of Arts, Vrije Universiteit, Amsterdam. Luuk Lagerwerf Causal Connectives Have Presuppositions. Effects on Discourse Structure and Coherence. Utrecht: LOT Deliberate Ambiguity in Slogans. Recognition and Appreciation. Document Design 3 (3): Luuk Lagerwerf, and Anoe Meijers Inferred Metaphors or Inappropriateness? Effects of Trope and Openness. Paper read at the International Communication Association, 55th Annual Conference, May 26-30, New York. George Lakoff, and Mark Johnson Metaphors We Live By. Chicago: The University of Chicago Press. Thomas K. Landauer, and Susan T. Dumais A Solution to Plato's Problem: The Latent Semantic Analysis Theory of Acquisition, Induction and Representation of Knowledge. Psychological Review 104: Scott B. MacKenzie, Richard J. Lutz, and George E. Belch The Role of Attitude Towards the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research 23: Robert R. McCrae, and Paul T. Costa Jr Age Differences in Personality across the Adult Life Span: Parallels in Five Cultures. Developmental Psychology 35 (2): Edward F. McQuarrie, and David G. Mick Figures of Rhetoric in Advertising Language. Journal of Consumer Research 22: Visual Rhetoric in Advertising: Text- Interpretive, Experimental, and Reader- Response Analyses. Journal of Consumer Research 26: The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising. In Persuasive Imagery. A Consumer Response Perspective, edited by L. M. Scott and R. Batra. Mahwah, NJ: Erlbaum. Andrew A. Mitchell The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Towards the Advertisement. Journal of Consumer Research 13 (1): Andrew A. Mitchell, and Jerry C. Olson Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research 18: David L. Mothersbaugh, Bruce A. Huhmann, and George R. Franke Combinatory and Separative Effects of Rhetorical Figures on Consumers'Effort and Focus in Ad Processing. Journal of Consumer Research 28: Margot van Mulken, Renske Enschot-Van Dijk, and Hans Hoeken Puns, Relevance and Appreciation in Advertisements. Journal of Pragmatics 37 (5): Barbara J. Phillips The Impact of Verbal Anchoring on Consumer Response to Image Ads. Journal of Advertising 29 (1): Barbara J. Phillips, and Edward F. McQuarrie The Development, Change and Transformation of Rhetorical Style in Magazine Advertisements. Journal of Advertising 34 (4):1-13. Ralph L. Piedmont The Revised Neo Personality Inventory: Clinical and Research Applications. New York: Plenum Press.

9 Linda M. Scott Images in Advertising: The Need for a Theory of Visual Rhetoric. Journal of Consumer Research 21: Dan Sperber, and Deirdre Wilson Relevance: Communication and Cognition. 2nd ed. Cambridge, MA: Harvard University Press. Gerard Steen Understanding Metaphor in Literature: An Empirical Approach. Edited by G. Leech and M. Short, Studies in Language and Linguistics. London: Longman. Yong Zhang Responses to Humorous Advertising: The Moderating Effect of Need for Cognition. Journal of Advertising 25 (1): Appendix A. Example of one advertisement in four conditions Common visual context straightforward heading Love and kisses Common visual context ambiguous heading Speechless

10 Highbrow visual context straightforward heading Love and kisses Highbrow visual context ambiguous heading Speechless

The Influence of Visual Metaphor Advertising Types on Recall and Attitude According to Congruity-Incongruity

The Influence of Visual Metaphor Advertising Types on Recall and Attitude According to Congruity-Incongruity Volume 118 No. 19 2018, 2435-2449 ISSN: 1311-8080 (printed version); ISSN: 1314-3395 (on-line version) url: http://www.ijpam.eu ijpam.eu The Influence of Visual Metaphor Advertising Types on Recall and

More information

Visual and verbal metaphors in advertisements

Visual and verbal metaphors in advertisements Visual and verbal metaphors in advertisements The effect of multimodal metaphors on the advertisement s comprehension, processing fluency, and aesthetic pleasure Laura Nijs ANR: 460839 Communication and

More information

Influence of lexical markers on the production of contextual factors inducing irony

Influence of lexical markers on the production of contextual factors inducing irony Influence of lexical markers on the production of contextual factors inducing irony Elora Rivière, Maud Champagne-Lavau To cite this version: Elora Rivière, Maud Champagne-Lavau. Influence of lexical markers

More information

Comparison, Categorization, and Metaphor Comprehension

Comparison, Categorization, and Metaphor Comprehension Comparison, Categorization, and Metaphor Comprehension Bahriye Selin Gokcesu (bgokcesu@hsc.edu) Department of Psychology, 1 College Rd. Hampden Sydney, VA, 23948 Abstract One of the prevailing questions

More information

A Cognitive-Pragmatic Study of Irony Response 3

A Cognitive-Pragmatic Study of Irony Response 3 A Cognitive-Pragmatic Study of Irony Response 3 Zhang Ying School of Foreign Languages, Shanghai University doi: 10.19044/esj.2016.v12n2p42 URL:http://dx.doi.org/10.19044/esj.2016.v12n2p42 Abstract As

More information

The Effects of Visual Metaphor in Advertising at Different Processing Routes

The Effects of Visual Metaphor in Advertising at Different Processing Routes The Effects of Visual Metaphor in Advertising at Different Processing Routes Testing the Pleasure-interest Model of Aesthetic Liking for different metaphor structures at a long and short exposure time

More information

The Effect of Visual Structure of Pictorial Metaphors on Advertisement Attitudes

The Effect of Visual Structure of Pictorial Metaphors on Advertisement Attitudes International Journal of Marketing Studies; Vol. 10, No. 4; 2018 ISSN 1918-719X E-ISSN 1918-7203 Published by Canadian Center of Science and Education The Effect of Visual Structure of Pictorial Metaphors

More information

Hearing Loss and Sarcasm: The Problem is Conceptual NOT Perceptual

Hearing Loss and Sarcasm: The Problem is Conceptual NOT Perceptual Hearing Loss and Sarcasm: The Problem is Conceptual NOT Perceptual Individuals with hearing loss often have difficulty detecting and/or interpreting sarcasm. These difficulties can be as severe as they

More information

Master thesis. The effects of L2, L1 dubbing and L1 subtitling on the effectiveness of persuasive fictional narratives.

Master thesis. The effects of L2, L1 dubbing and L1 subtitling on the effectiveness of persuasive fictional narratives. Master thesis The effects of L2, L1 dubbing and L1 subtitling on the effectiveness of persuasive fictional narratives. Author: Edu Goossens Student number: 4611551 Student email: e.goossens@student.ru.nl

More information

Introduction. 1 See e.g. Lakoff & Turner (1989); Gibbs (1994); Steen (1994); Freeman (1996);

Introduction. 1 See e.g. Lakoff & Turner (1989); Gibbs (1994); Steen (1994); Freeman (1996); Introduction The editorial board hopes with this special issue on metaphor to illustrate some tendencies in current metaphor research. In our Call for papers we had originally signalled that we wanted

More information

Image and Imagination

Image and Imagination * Budapest University of Technology and Economics Moholy-Nagy University of Art and Design, Budapest Abstract. Some argue that photographic and cinematic images are transparent ; we see objects through

More information

Communication Mechanism of Ironic Discourse

Communication Mechanism of Ironic Discourse , pp.147-152 http://dx.doi.org/10.14257/astl.2014.52.25 Communication Mechanism of Ironic Discourse Jong Oh Lee Hankuk University of Foreign Studies, 107 Imun-ro, Dongdaemun-gu, 130-791, Seoul, Korea santon@hufs.ac.kr

More information

Literature Cite the textual evidence that most strongly supports an analysis of what the text says explicitly

Literature Cite the textual evidence that most strongly supports an analysis of what the text says explicitly Grade 8 Key Ideas and Details Online MCA: 23 34 items Paper MCA: 27 41 items Grade 8 Standard 1 Read closely to determine what the text says explicitly and to make logical inferences from it; cite specific

More information

The semiotics of multimodal argumentation. Paul van den Hoven, Utrecht University, Xiamen University

The semiotics of multimodal argumentation. Paul van den Hoven, Utrecht University, Xiamen University The semiotics of multimodal argumentation Paul van den Hoven, Utrecht University, Xiamen University Multimodal argumentative discourse exists! Rhetorical discourse is discourse that attempts to influence

More information

Irony as Cognitive Deviation

Irony as Cognitive Deviation ICLC 2005@Yonsei Univ., Seoul, Korea Irony as Cognitive Deviation Masashi Okamoto Language and Knowledge Engineering Lab, Graduate School of Information Science and Technology, The University of Tokyo

More information

The Roles of Politeness and Humor in the Asymmetry of Affect in Verbal Irony

The Roles of Politeness and Humor in the Asymmetry of Affect in Verbal Irony DISCOURSE PROCESSES, 41(1), 3 24 Copyright 2006, Lawrence Erlbaum Associates, Inc. The Roles of Politeness and Humor in the Asymmetry of Affect in Verbal Irony Jacqueline K. Matthews Department of Psychology

More information

Metonymy Research in Cognitive Linguistics. LUO Rui-feng

Metonymy Research in Cognitive Linguistics. LUO Rui-feng Journal of Literature and Art Studies, March 2018, Vol. 8, No. 3, 445-451 doi: 10.17265/2159-5836/2018.03.013 D DAVID PUBLISHING Metonymy Research in Cognitive Linguistics LUO Rui-feng Shanghai International

More information

Literature Circles 10 th Grade

Literature Circles 10 th Grade Literature Circles 10 th Grade Day Resources Teaching Point/Standard Workshop Experiences State Standards 1 Little Beauty by Anthony Browne (Backup Plan: Courage by Anne Sexton) When preparing for discussion,

More information

Acoustic Prosodic Features In Sarcastic Utterances

Acoustic Prosodic Features In Sarcastic Utterances Acoustic Prosodic Features In Sarcastic Utterances Introduction: The main goal of this study is to determine if sarcasm can be detected through the analysis of prosodic cues or acoustic features automatically.

More information

California Content Standards that can be enhanced with storytelling Kindergarten Grade One Grade Two Grade Three Grade Four

California Content Standards that can be enhanced with storytelling Kindergarten Grade One Grade Two Grade Three Grade Four California Content Standards that can be enhanced with storytelling George Pilling, Supervisor of Library Media Services, Visalia Unified School District Kindergarten 2.2 Use pictures and context to make

More information

Metaphors: Concept-Family in Context

Metaphors: Concept-Family in Context Marina Bakalova, Theodor Kujumdjieff* Abstract In this article we offer a new explanation of metaphors based upon Wittgenstein's notion of family resemblance and language games. We argue that metaphor

More information

A New Analysis of Verbal Irony

A New Analysis of Verbal Irony International Journal of Applied Linguistics & English Literature ISSN 2200-3592 (Print), ISSN 2200-3452 (Online) Vol. 6 No. 5; September 2017 Australian International Academic Centre, Australia Flourishing

More information

HEMISPHERIC LATERALIZATION IN SARCASM PROCESSING: THE ROLE OF CONTEXT AND PROSODY A THESIS SUBMITTED TO THE GRADUATE SCHOOL IN PARTIAL

HEMISPHERIC LATERALIZATION IN SARCASM PROCESSING: THE ROLE OF CONTEXT AND PROSODY A THESIS SUBMITTED TO THE GRADUATE SCHOOL IN PARTIAL Prosody and Context in Sarcasm 1 HEMISPHERIC LATERALIZATION IN SARCASM PROCESSING: THE ROLE OF CONTEXT AND PROSODY A THESIS SUBMITTED TO THE GRADUATE SCHOOL IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

More information

Verbal Ironv and Situational Ironv: Why do people use verbal irony?

Verbal Ironv and Situational Ironv: Why do people use verbal irony? Verbal Ironv and Situational Ironv: Why do people use verbal irony? Ja-Yeon Jeong (Seoul National University) Jeong, Ja-Yeon. 2004. Verbal irony and situational irony: Why do people use verbal irony? SNU

More information

The Cognitive Nature of Metonymy and Its Implications for English Vocabulary Teaching

The Cognitive Nature of Metonymy and Its Implications for English Vocabulary Teaching The Cognitive Nature of Metonymy and Its Implications for English Vocabulary Teaching Jialing Guan School of Foreign Studies China University of Mining and Technology Xuzhou 221008, China Tel: 86-516-8399-5687

More information

Psychology. Psychology 499. Degrees Awarded. A.A. Degree: Psychology. Faculty and Offices. Associate in Arts Degree: Psychology

Psychology. Psychology 499. Degrees Awarded. A.A. Degree: Psychology. Faculty and Offices. Associate in Arts Degree: Psychology Psychology 499 Psychology Psychology is the social science discipline most concerned with studying the behavior, mental processes, growth and well-being of individuals. Psychological inquiry also examines

More information

Contrastive Textual Analysis of Selected Online Mainstream and Alternative Philippine Editorial Newspaper Headlines

Contrastive Textual Analysis of Selected Online Mainstream and Alternative Philippine Editorial Newspaper Headlines Contrastive Textual Analysis of Selected Online Mainstream and Alternative Philippine Editorial Newspaper Headlines Jimmylen Zuñiga-Tonio Catanduanes State University Virac, Catanduanes, Philippines Abstract

More information

Reading Assessment Vocabulary Grades 6-HS

Reading Assessment Vocabulary Grades 6-HS Main idea / Major idea Comprehension 01 The gist of a passage, central thought; the chief topic of a passage expressed or implied in a word or phrase; a statement in sentence form which gives the stated

More information

The Reference Book, by John Hawthorne and David Manley. Oxford: Oxford University Press 2012, 280 pages. ISBN

The Reference Book, by John Hawthorne and David Manley. Oxford: Oxford University Press 2012, 280 pages. ISBN Book reviews 123 The Reference Book, by John Hawthorne and David Manley. Oxford: Oxford University Press 2012, 280 pages. ISBN 9780199693672 John Hawthorne and David Manley wrote an excellent book on the

More information

Jocularity in irony and humor : A cognitive-toaffective

Jocularity in irony and humor : A cognitive-toaffective Title Author(s) Jocularity in irony and humor : A cognitive-toaffective process Haruki, Shigehiro Citation Osaka Literary Review. 39 P.17-P.34 Issue Date 2000-12-24 Text Version publisher URL https://doi.org/10.18910/25202

More information

Psychology. 526 Psychology. Faculty and Offices. Degree Awarded. A.A. Degree: Psychology. Program Student Learning Outcomes

Psychology. 526 Psychology. Faculty and Offices. Degree Awarded. A.A. Degree: Psychology. Program Student Learning Outcomes 526 Psychology Psychology Psychology is the social science discipline most concerned with studying the behavior, mental processes, growth and well-being of individuals. Psychological inquiry also examines

More information

WEB APPENDIX. Managing Innovation Sequences Over Iterated Offerings: Developing and Testing a Relative Innovation, Comfort, and Stimulation

WEB APPENDIX. Managing Innovation Sequences Over Iterated Offerings: Developing and Testing a Relative Innovation, Comfort, and Stimulation WEB APPENDIX Managing Innovation Sequences Over Iterated Offerings: Developing and Testing a Relative Innovation, Comfort, and Stimulation Framework of Consumer Responses Timothy B. Heath Subimal Chatterjee

More information

How Semantics is Embodied through Visual Representation: Image Schemas in the Art of Chinese Calligraphy *

How Semantics is Embodied through Visual Representation: Image Schemas in the Art of Chinese Calligraphy * 2012. Proceedings of the Annual Meeting of the Berkeley Linguistics Society 38. DOI: http://dx.doi.org/10.3765/bls.v38i0.3338 Published for BLS by the Linguistic Society of America How Semantics is Embodied

More information

12th Grade Language Arts Pacing Guide SLEs in red are the 2007 ELA Framework Revisions.

12th Grade Language Arts Pacing Guide SLEs in red are the 2007 ELA Framework Revisions. 1. Enduring Developing as a learner requires listening and responding appropriately. 2. Enduring Self monitoring for successful reading requires the use of various strategies. 12th Grade Language Arts

More information

Master of Arts in Psychology Program The Faculty of Social and Behavioral Sciences offers the Master of Arts degree in Psychology.

Master of Arts in Psychology Program The Faculty of Social and Behavioral Sciences offers the Master of Arts degree in Psychology. Master of Arts Programs in the Faculty of Social and Behavioral Sciences Admission Requirements to the Education and Psychology Graduate Program The applicant must satisfy the standards for admission into

More information

ENGLISH LANGUAGE ARTS

ENGLISH LANGUAGE ARTS ENGLISH LANGUAGE ARTS Content Domain l. Vocabulary, Reading Comprehension, and Reading Various Text Forms Range of Competencies 0001 0004 23% ll. Analyzing and Interpreting Literature 0005 0008 23% lli.

More information

The Influence of Explicit Markers on Slow Cortical Potentials During Figurative Language Processing

The Influence of Explicit Markers on Slow Cortical Potentials During Figurative Language Processing The Influence of Explicit Markers on Slow Cortical Potentials During Figurative Language Processing Christopher A. Schwint (schw6620@wlu.ca) Department of Psychology, Wilfrid Laurier University 75 University

More information

Grade 6. Paper MCA: items. Grade 6 Standard 1

Grade 6. Paper MCA: items. Grade 6 Standard 1 Grade 6 Key Ideas and Details Online MCA: 23 34 items Paper MCA: 27 41 items Grade 6 Standard 1 Read closely to determine what the text says explicitly and to make logical inferences from it; cite specific

More information

A person represented in a story

A person represented in a story 1 Character A person represented in a story Characterization *The representation of individuals in literary works.* Direct methods: attribution of qualities in description or commentary Indirect methods:

More information

The Effects of Web Site Aesthetics and Shopping Task on Consumer Online Purchasing Behavior

The Effects of Web Site Aesthetics and Shopping Task on Consumer Online Purchasing Behavior The Effects of Web Site Aesthetics and Shopping Task on Consumer Online Purchasing Behavior Cai, Shun The Logistics Institute - Asia Pacific E3A, Level 3, 7 Engineering Drive 1, Singapore 117574 tlics@nus.edu.sg

More information

Running head: FACIAL SYMMETRY AND PHYSICAL ATTRACTIVENESS 1

Running head: FACIAL SYMMETRY AND PHYSICAL ATTRACTIVENESS 1 Running head: FACIAL SYMMETRY AND PHYSICAL ATTRACTIVENESS 1 Effects of Facial Symmetry on Physical Attractiveness Ayelet Linden California State University, Northridge FACIAL SYMMETRY AND PHYSICAL ATTRACTIVENESS

More information

Validity. What Is It? Types We Will Discuss. The degree to which an inference from a test score is appropriate or meaningful.

Validity. What Is It? Types We Will Discuss. The degree to which an inference from a test score is appropriate or meaningful. Validity 4/8/2003 PSY 721 Validity 1 What Is It? The degree to which an inference from a test score is appropriate or meaningful. A test may be valid for one application but invalid for an another. A test

More information

INFLUENCE OF MUSICAL CONTEXT ON THE PERCEPTION OF EMOTIONAL EXPRESSION OF MUSIC

INFLUENCE OF MUSICAL CONTEXT ON THE PERCEPTION OF EMOTIONAL EXPRESSION OF MUSIC INFLUENCE OF MUSICAL CONTEXT ON THE PERCEPTION OF EMOTIONAL EXPRESSION OF MUSIC Michal Zagrodzki Interdepartmental Chair of Music Psychology, Fryderyk Chopin University of Music, Warsaw, Poland mzagrodzki@chopin.edu.pl

More information

CST/CAHSEE GRADE 9 ENGLISH-LANGUAGE ARTS (Blueprints adopted by the State Board of Education 10/02)

CST/CAHSEE GRADE 9 ENGLISH-LANGUAGE ARTS (Blueprints adopted by the State Board of Education 10/02) CALIFORNIA CONTENT STANDARDS: READING HSEE Notes 1.0 WORD ANALYSIS, FLUENCY, AND SYSTEMATIC VOCABULARY 8/11 DEVELOPMENT: 7 1.1 Vocabulary and Concept Development: identify and use the literal and figurative

More information

Grade 7. Paper MCA: items. Grade 7 Standard 1

Grade 7. Paper MCA: items. Grade 7 Standard 1 Grade 7 Key Ideas and Details Online MCA: 23 34 items Paper MCA: 27 41 items Grade 7 Standard 1 Read closely to determine what the text says explicitly and to make logical inferences from it; cite specific

More information

Decoding of Irony in the Process of Intercommunication. Ilona Kenkadze, Tbilisi National University, Georgia

Decoding of Irony in the Process of Intercommunication. Ilona Kenkadze, Tbilisi National University, Georgia Decoding of Irony in the Process of Intercommunication Ilona Kenkadze, Tbilisi National University, Georgia The European Conference on Language Learning 2016 Official Conference Proceedings Abstract This

More information

Test Blueprint QualityCore End-of-Course Assessment English 10

Test Blueprint QualityCore End-of-Course Assessment English 10 Test Blueprint QualityCore End-of-Course Assessment English 10 The QualityCore End-of-Course (EOC) system is modular, consisting of either two 35 38 item multiple-choice components or one 35 38 item multiple-choice

More information

Glossary alliteration allusion analogy anaphora anecdote annotation antecedent antimetabole antithesis aphorism appositive archaic diction argument

Glossary alliteration allusion analogy anaphora anecdote annotation antecedent antimetabole antithesis aphorism appositive archaic diction argument Glossary alliteration The repetition of the same sound or letter at the beginning of consecutive words or syllables. allusion An indirect reference, often to another text or an historic event. analogy

More information

Modeling memory for melodies

Modeling memory for melodies Modeling memory for melodies Daniel Müllensiefen 1 and Christian Hennig 2 1 Musikwissenschaftliches Institut, Universität Hamburg, 20354 Hamburg, Germany 2 Department of Statistical Science, University

More information

Brief Report. Development of a Measure of Humour Appreciation. Maria P. Y. Chik 1 Department of Education Studies Hong Kong Baptist University

Brief Report. Development of a Measure of Humour Appreciation. Maria P. Y. Chik 1 Department of Education Studies Hong Kong Baptist University DEVELOPMENT OF A MEASURE OF HUMOUR APPRECIATION CHIK ET AL 26 Australian Journal of Educational & Developmental Psychology Vol. 5, 2005, pp 26-31 Brief Report Development of a Measure of Humour Appreciation

More information

Introduction It is now widely recognised that metonymy plays a crucial role in language, and may even be more fundamental to human speech and cognitio

Introduction It is now widely recognised that metonymy plays a crucial role in language, and may even be more fundamental to human speech and cognitio Introduction It is now widely recognised that metonymy plays a crucial role in language, and may even be more fundamental to human speech and cognition than metaphor. One of the benefits of the use of

More information

Impact of Humor Advertising in Radio and Print Advertising - A Review

Impact of Humor Advertising in Radio and Print Advertising - A Review MPRA Munich Personal RePEc Archive Impact of Humor Advertising in Radio and Print Advertising - A Review venkatesh S and senthilkumar N Anna University, Chennai, Anna University, Chennai March 2015 Online

More information

Thinking fast and slow in the experience of humor

Thinking fast and slow in the experience of humor Humor 2015; 28(3): 351 373 Larry Ventis* Thinking fast and slow in the experience of humor DOI 10.1515/humor-2015-0070 Abstract: The present work theorizes that the experience of humor relies on distinct

More information

CHAPTER I INTRODUCTION

CHAPTER I INTRODUCTION CHAPTER I INTRODUCTION A. Background of the Study The meaning of word, phrase and sentence is very important to be analyzed because it can make something more understandable to be communicated to the others.

More information

Adjust oral language to audience and appropriately apply the rules of standard English

Adjust oral language to audience and appropriately apply the rules of standard English Speaking to share understanding and information OV.1.10.1 Adjust oral language to audience and appropriately apply the rules of standard English OV.1.10.2 Prepare and participate in structured discussions,

More information

FIGURATIVE LANGUAGE PROCESSING: IRONY. INTRODUCTION TO THE ISSUE

FIGURATIVE LANGUAGE PROCESSING: IRONY. INTRODUCTION TO THE ISSUE Psychology of Language and Communication 2016, Vol. 20, No. 3 DE G DE GRUYTER OPEN DOI: 10.1515/plc-2016-0012 BARBARA BOKUS, PIOTR KAŁOWSKI University of Warsaw FIGURATIVE LANGUAGE PROCESSING: IRONY. INTRODUCTION

More information

An Analysis of Puns in The Big Bang Theory Based on Conceptual Blending Theory

An Analysis of Puns in The Big Bang Theory Based on Conceptual Blending Theory ISSN 1799-2591 Theory and Practice in Language Studies, Vol. 8, No. 2, pp. 213-217, February 2018 DOI: http://dx.doi.org/10.17507/tpls.0802.05 An Analysis of Puns in The Big Bang Theory Based on Conceptual

More information

Is Evoking Negative Meanings the Unique Feature of Adjective Metaphors?

Is Evoking Negative Meanings the Unique Feature of Adjective Metaphors? Is Evoking Negative Meanings the Unique Feature of Adjective Metaphors? Miho Sumihisa (m_sumihisa@edu.hc.uec.ac.jp) Department of Human Communication, The University of Electro-Communications Hiroya Tsukurimichi

More information

The Impact of Conventional and Novel Metaphors in News on Issue Viewpoint

The Impact of Conventional and Novel Metaphors in News on Issue Viewpoint International Journal of Communication 11(2017), 2861 2879 1932 8036/20170005 The Impact of Conventional and Novel Metaphors in News on Issue Viewpoint AMBER BOEYNAEMS CHRISTIAN BURGERS 1 ELLY A. KONIJN

More information

Affective response to a set of new musical stimuli W. Trey Hill & Jack A. Palmer Psychological Reports, 106,

Affective response to a set of new musical stimuli W. Trey Hill & Jack A. Palmer Psychological Reports, 106, Hill & Palmer (2010) 1 Affective response to a set of new musical stimuli W. Trey Hill & Jack A. Palmer Psychological Reports, 106, 581-588 2010 This is an author s copy of the manuscript published in

More information

Perspectives of Metaphor Research in Business Speech Communication

Perspectives of Metaphor Research in Business Speech Communication Osaka Keidai Ronshu, Vol. 60 No. 1 May 2009 Perspectives of Metaphor Research in Business Speech Communication Toshihiro Shimizu Abstract This paper explores metaphor research, especially that of business

More information

a story or visual image with a second distinct meaning partially hidden behind it literal or visible meaning Allegory

a story or visual image with a second distinct meaning partially hidden behind it literal or visible meaning Allegory a story or visual image with a second distinct meaning partially hidden behind it literal or visible meaning Allegory the repetition of the same sounds- usually initial consonant sounds Alliteration an

More information

How humor in advertising works: A meta-analytic test of alternative models

How humor in advertising works: A meta-analytic test of alternative models Mark Lett (2011) 22:115 132 DOI 10.1007/s11002-010-9116-z How humor in advertising works: A meta-analytic test of alternative models Martin Eisend Published online: 13 May 2010 # Springer ScienceBusiness

More information

A Relevance-Theoretic Study of Poetic Metaphor. YANG Ting, LIU Feng-guang. Dalian University of Foreign Languages, Dalian, China

A Relevance-Theoretic Study of Poetic Metaphor. YANG Ting, LIU Feng-guang. Dalian University of Foreign Languages, Dalian, China US-China Foreign Language, July 2017, Vol. 15, No. 7, 420-428 doi:10.17265/1539-8080/2017.07.002 D DAVID PUBLISHING A Relevance-Theoretic Study of Poetic Metaphor YANG Ting, LIU Feng-guang Dalian University

More information

Standard 2: Listening The student shall demonstrate effective listening skills in formal and informal situations to facilitate communication

Standard 2: Listening The student shall demonstrate effective listening skills in formal and informal situations to facilitate communication Arkansas Language Arts Curriculum Framework Correlated to Power Write (Student Edition & Teacher Edition) Grade 9 Arkansas Language Arts Standards Strand 1: Oral and Visual Communications Standard 1: Speaking

More information

Klee or Kid? The subjective experience of drawings from children and Paul Klee Pronk, T.

Klee or Kid? The subjective experience of drawings from children and Paul Klee Pronk, T. UvA-DARE (Digital Academic Repository) Klee or Kid? The subjective experience of drawings from children and Paul Klee Pronk, T. Link to publication Citation for published version (APA): Pronk, T. (Author).

More information

Chapter Two: Long-Term Memory for Timbre

Chapter Two: Long-Term Memory for Timbre 25 Chapter Two: Long-Term Memory for Timbre Task In a test of long-term memory, listeners are asked to label timbres and indicate whether or not each timbre was heard in a previous phase of the experiment

More information

Patrick Neff. October 2017

Patrick Neff. October 2017 Aging and tinnitus: exploring the interrelations of age, tinnitus symptomatology, health and quality of life with a large tinnitus database - STSM Report Patrick Neff October 2017 1 Purpose of mission

More information

in the Howard County Public School System and Rocketship Education

in the Howard County Public School System and Rocketship Education Technical Appendix May 2016 DREAMBOX LEARNING ACHIEVEMENT GROWTH in the Howard County Public School System and Rocketship Education Abstract In this technical appendix, we present analyses of the relationship

More information

Tamar Sovran Scientific work 1. The study of meaning My work focuses on the study of meaning and meaning relations. I am interested in the duality of

Tamar Sovran Scientific work 1. The study of meaning My work focuses on the study of meaning and meaning relations. I am interested in the duality of Tamar Sovran Scientific work 1. The study of meaning My work focuses on the study of meaning and meaning relations. I am interested in the duality of language: its precision as revealed in logic and science,

More information

On The Search for a Perfect Language

On The Search for a Perfect Language On The Search for a Perfect Language Submitted to: Peter Trnka By: Alex Macdonald The correspondence theory of truth has attracted severe criticism. One focus of attack is the notion of correspondence

More information

Non-Reducibility with Knowledge wh: Experimental Investigations

Non-Reducibility with Knowledge wh: Experimental Investigations Non-Reducibility with Knowledge wh: Experimental Investigations 1 Knowing wh and Knowing that Obvious starting picture: (1) implies (2). (2) iff (3). (1) John knows that he can buy an Italian newspaper

More information

Product Advertisement: Glamourize Object

Product Advertisement: Glamourize Object Product Advertisement: Glamourize Object Name: Advertising is a form of communication intended to persuade an audience to purchase or take some action upon products, ideas, or services. It includes the

More information

Effect of sense of Humour on Positive Capacities: An Empirical Inquiry into Psychological Aspects

Effect of sense of Humour on Positive Capacities: An Empirical Inquiry into Psychological Aspects Global Journal of Finance and Management. ISSN 0975-6477 Volume 6, Number 4 (2014), pp. 385-390 Research India Publications http://www.ripublication.com Effect of sense of Humour on Positive Capacities:

More information

AN INSIGHT INTO CONTEMPORARY THEORY OF METAPHOR

AN INSIGHT INTO CONTEMPORARY THEORY OF METAPHOR Jeļena Tretjakova RTU Daugavpils filiāle, Latvija AN INSIGHT INTO CONTEMPORARY THEORY OF METAPHOR Abstract The perception of metaphor has changed significantly since the end of the 20 th century. Metaphor

More information

Glossary of Literary Terms

Glossary of Literary Terms Page 1 of 9 Glossary of Literary Terms allegory A fictional text in which ideas are personified, and a story is told to express some general truth. alliteration Repetition of sounds at the beginning of

More information

A Pragmatic Study of the Recognition and Interpretation of Verbal Irony by Malaysian ESL Learners

A Pragmatic Study of the Recognition and Interpretation of Verbal Irony by Malaysian ESL Learners Doi:10.5901/mjss.2016.v7n2p445 Abstract A Pragmatic Study of the Recognition and Interpretation of Verbal Irony by Malaysian ESL Learners Dr. Sahira M. Salman Development and Research Department Ministry

More information

Discourse analysis is an umbrella term for a range of methodological approaches that

Discourse analysis is an umbrella term for a range of methodological approaches that Wiggins, S. (2009). Discourse analysis. In Harry T. Reis & Susan Sprecher (Eds.), Encyclopedia of Human Relationships. Pp. 427-430. Thousand Oaks, CA: Sage. Discourse analysis Discourse analysis is an

More information

Grade 11 International Baccalaureate: Language and Literature Summer Reading

Grade 11 International Baccalaureate: Language and Literature Summer Reading Grade 11 International Baccalaureate: Language and Literature Summer Reading Reading : For a class text study in the fall, read graphic novel Persepolis by Marjane Satrapi Writing : Dialectical Journals

More information

Formalizing Irony with Doxastic Logic

Formalizing Irony with Doxastic Logic Formalizing Irony with Doxastic Logic WANG ZHONGQUAN National University of Singapore April 22, 2015 1 Introduction Verbal irony is a fundamental rhetoric device in human communication. It is often characterized

More information

Review. Discourse and identity. Bethan Benwell and Elisabeth Stokoe (2006) Reviewed by Cristina Ros i Solé. Sociolinguistic Studies

Review. Discourse and identity. Bethan Benwell and Elisabeth Stokoe (2006) Reviewed by Cristina Ros i Solé. Sociolinguistic Studies Sociolinguistic Studies ISSN: 1750-8649 (print) ISSN: 1750-8657 (online) Review Discourse and identity. Bethan Benwell and Elisabeth Stokoe (2006) Edinburgh: Edinburgh University Press. pp. 256. ISBN 0

More information

Bas C. van Fraassen, Scientific Representation: Paradoxes of Perspective, Oxford University Press, 2008.

Bas C. van Fraassen, Scientific Representation: Paradoxes of Perspective, Oxford University Press, 2008. Bas C. van Fraassen, Scientific Representation: Paradoxes of Perspective, Oxford University Press, 2008. Reviewed by Christopher Pincock, Purdue University (pincock@purdue.edu) June 11, 2010 2556 words

More information

Linguistic Features of Sarcasm and Metaphor Production Quality

Linguistic Features of Sarcasm and Metaphor Production Quality Linguistic Features of Sarcasm and Metaphor Production Quality Abstract Using linguistic features to detect figurative language has provided a deeper insight into figurative language. The purpose of this

More information

Empirical Evaluation of Animated Agents In a Multi-Modal E-Retail Application

Empirical Evaluation of Animated Agents In a Multi-Modal E-Retail Application From: AAAI Technical Report FS-00-04. Compilation copyright 2000, AAAI (www.aaai.org). All rights reserved. Empirical Evaluation of Animated Agents In a Multi-Modal E-Retail Application Helen McBreen,

More information

More About Regression

More About Regression Regression Line for the Sample Chapter 14 More About Regression is spoken as y-hat, and it is also referred to either as predicted y or estimated y. b 0 is the intercept of the straight line. The intercept

More information

Mixing Metaphors. Mark G. Lee and John A. Barnden

Mixing Metaphors. Mark G. Lee and John A. Barnden Mixing Metaphors Mark G. Lee and John A. Barnden School of Computer Science, University of Birmingham Birmingham, B15 2TT United Kingdom mgl@cs.bham.ac.uk jab@cs.bham.ac.uk Abstract Mixed metaphors have

More information

Understanding the Cognitive Mechanisms Responsible for Interpretation of Idioms in Hindi-Urdu

Understanding the Cognitive Mechanisms Responsible for Interpretation of Idioms in Hindi-Urdu = Language in India www.languageinindia.com ISSN 1930-2940 Vol. 19:1 January 2019 India s Higher Education Authority UGC Approved List of Journals Serial Number 49042 Understanding the Cognitive Mechanisms

More information

Expressive performance in music: Mapping acoustic cues onto facial expressions

Expressive performance in music: Mapping acoustic cues onto facial expressions International Symposium on Performance Science ISBN 978-94-90306-02-1 The Author 2011, Published by the AEC All rights reserved Expressive performance in music: Mapping acoustic cues onto facial expressions

More information

THE QUESTION IS THE KEY

THE QUESTION IS THE KEY THE QUESTION IS THE KEY KEY IDEAS AND DETAILS CCSS.ELA-LITERACY.RL.8.1 Cite the textual evidence that most strongly supports an analysis of what the text says explicitly as well as inferences drawn from

More information

When Do Vehicles of Similes Become Figurative? Gaze Patterns Show that Similes and Metaphors are Initially Processed Differently

When Do Vehicles of Similes Become Figurative? Gaze Patterns Show that Similes and Metaphors are Initially Processed Differently When Do Vehicles of Similes Become Figurative? Gaze Patterns Show that Similes and Metaphors are Initially Processed Differently Frank H. Durgin (fdurgin1@swarthmore.edu) Swarthmore College, Department

More information

Ironic Expressions: Echo or Relevant Inappropriateness?

Ironic Expressions: Echo or Relevant Inappropriateness? -795- Ironic Expressions: Echo or Relevant Inappropriateness? Assist. Instructor Juma'a Qadir Hussein Dept. of English College of Education for Humanities University of Anbar Abstract This research adresses

More information

2015, Adelaide Using stories to bridge the chasm between perspectives

2015, Adelaide Using stories to bridge the chasm between perspectives Using stories to bridge the chasm between perspectives: How metaphors and genres are used to share meaning Emily Keen Department of Computing and Information Systems University of Melbourne Melbourne,

More information

Internal assessment details SL and HL

Internal assessment details SL and HL When assessing a student s work, teachers should read the level descriptors for each criterion until they reach a descriptor that most appropriately describes the level of the work being assessed. If a

More information

Optimal Innovation and Pleasure

Optimal Innovation and Pleasure Optimal Innovation and Pleasure Rachel Giora* Linguistics Tel Aviv University Tel Aviv 69978 Israel giorar post.tau.ac.il 1 ON THE ROLE OF SALIENCE AND NOVELTY IN AESTHETICS: THE OPTIMAL INNOVATION HYPOTHESIS

More information

Ferenc, Szani, László Pitlik, Anikó Balogh, Apertus Nonprofit Ltd.

Ferenc, Szani, László Pitlik, Anikó Balogh, Apertus Nonprofit Ltd. Pairwise object comparison based on Likert-scales and time series - or about the term of human-oriented science from the point of view of artificial intelligence and value surveys Ferenc, Szani, László

More information

Luuk Lagerwerf. Recognition and appreciation. Introduction

Luuk Lagerwerf. Recognition and appreciation. Introduction Deliberate Document ambiguity Design 3(3), in slogans 245 260 2002 by John Benjamins Publishing Co. 245 Luuk Lagerwerf Deliberate ambiguity in slogans Recognition and appreciation Keywords: Advertising,

More information

Surprise & emotion. Theoretical paper Key conference theme: Interest, surprise and delight

Surprise & emotion. Theoretical paper Key conference theme: Interest, surprise and delight Surprise & emotion Geke D.S. Ludden, Paul Hekkert & Hendrik N.J. Schifferstein, Department of Industrial Design, Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands, phone:

More information

REFERENCES. 2004), that much of the recent literature in institutional theory adopts a realist position, pos-

REFERENCES. 2004), that much of the recent literature in institutional theory adopts a realist position, pos- 480 Academy of Management Review April cesses as articulations of power, we commend consideration of an approach that combines a (constructivist) ontology of becoming with an appreciation of these processes

More information

Irony and the Standard Pragmatic Model

Irony and the Standard Pragmatic Model International Journal of English Linguistics; Vol. 3, No. 5; 2013 ISSN 1923-869X E-ISSN 1923-8703 Published by Canadian Center of Science and Education Irony and the Standard Pragmatic Model Istvan Palinkas

More information

การจ ดประช มเสนอผลงานว จ ยระด บบ ณฑ ตศ กษา มหาว ทยาล ยส โขท ยธรรมาธ ราช คร งท 4

การจ ดประช มเสนอผลงานว จ ยระด บบ ณฑ ตศ กษา มหาว ทยาล ยส โขท ยธรรมาธ ราช คร งท 4 O-SS 023 A Study of Figurative Language in Christina Aguilera s Songs Witsarush Wathirawit* Dorota Domalewska** Abstract The purpose of this study was to analyze in use of figurative language in Christina

More information