Matching different-structured advertising pictorial metaphors with verbalization forms: incongruity-based evoked response potentials evidence.

ABSTRACT: Many studies emphasize the need of verbally representing pictorial metaphors, but few have empirically investigated whether and how the particular verbalization form match different types of pictorial metaphors. Using evoked response potentials (ERP), a 3 (pictorial structure: fusion, juxtaposition, literal image) × 2 [verbalization form: A(is) B, A(is like) B] within-group experiment was conducted among 36 participants. ERPs were time-locked to the onset of the verb [/(is/is like)] of the metaphor sentence that follows a pictorial metaphor to detect the verbo-pictorial incongruity in metaphor comprehension. The incongruity-based ERP analysis showed that pictorial metaphors, when verbalized in two forms, all induced frontal N1 effect, regardless of pictorial structures, only with a larger

SUBMITTER: Cao S 

PROVIDER: S-EPMC10227512 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature