The effect of high/low-context and verbal anchoring on appreciation, perceived complexity, and comprehension of visual metaphors.

Abstract

A major part of visuals in advertising nowadays are visual metaphors (McQuarrie & Mick, 1996). Visuals are thought to be universally applicable (Van Mulken, Le Pair & Forceville, 2010). However, these visuals might be processed differently because of someone’s cultural values. Additionally, some might only be understood with a verbal hint. This study aimed to examine how verbal anchoring and high/low-context influence the perceptions of visual metaphors in advertisements, and whether this influence is different for Dutch and British participants. They were asked to fill in a questionnaire about their appreciation, complexity, and comprehension of the advertisement. Additionally, this study examined their personal communication behaviour to measure individual high/low-context scores, to ensure that personal context scores account for the findings. Though high/low-context is not a significant predictor of participants’ perceptions of visual metaphors, the findings suggest that adding a verbal anchor might lead to less perceived complexity and more comprehension of the advertisement. Future research is needed to draw coherent conclusions.