Interpret me! The interplay between visual metaphors and verbal messages in advertising

Yuhosua Ryoo, Yongwoog Andrew Jeon, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)


The present research investigates how visual metaphors (that differ in terms of complexity) and verbal messages (that vary in terms of explicitness of explaining the visual metaphors) interactively impact on consumers’ pleasure and ad appreciation. Across two studies, findings demonstrate that consumers experience a higher sense of pleasure and appreciation when explicit (vs. implicit) verbal messages are presented with extremely complex visual metaphors (i.e., replacement ads), whereas implicit (vs. explicit) verbal messages are more effective with moderately complex visual metaphors (i.e., fusion ads). However, the two types of verbal messages do not differently affect pleasure and ad appreciation in minimally complex visual metaphors (i.e., juxtaposition ads). The resource-matching hypothesis is employed as a theoretical framework explaining the relationship between visual metaphors and verbal messages. Theoretical and practical implications are discussed and ideas for future research offered.

Original languageEnglish
Pages (from-to)1-23
Number of pages23
JournalInternational Journal of Advertising
Publication statusPublished - 2020

Bibliographical note

Funding Information:
This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2099973).

Publisher Copyright:
© 2020, © 2020 Advertising Association.


  • Visual metaphor
  • advertising appreciation
  • advertising pleasure
  • resource matching hypothesis
  • verbal message

ASJC Scopus subject areas

  • Communication
  • Marketing


Dive into the research topics of 'Interpret me! The interplay between visual metaphors and verbal messages in advertising'. Together they form a unique fingerprint.

Cite this