Openness in Metaphorical and Straightforward Advertisements: Appreciation Effects

摘要: Openness of visual metaphors in advertising stimulates the elicitation consumers' elaborative thoughts. This effect has not been investigated with respect to openness straightforward advertisements. In this study, metaphorical and advertisements were created using identical visuals different degrees openness. a pretest, more elicited weak implicatures, appeared be less comprehensible than An experiment same materials showed that interacted rhetorical figures. Open appreciated either open or closed metaphors. Education need for cognition moderated appreciation effects advertisements, gender comprehension