Publication details [#53179]

Forceville, Charles, Rob Le Pair and Margot Van Mulken. 2010. The impact of perceived complexity, deviation and comprehension on the appreciation of visual metaphor in advertising across three European countries. Journal of Pragmatics 42 (12) : 3418–3430.
Publication type
Article in journal
Publication language
Place, Publisher


Drawing on the results of an Internet experiment involving Dutch, French and Spanish participants, this study explores whether consumers’ experiences of deviation from expectation and complexity in authentic advertisements, vary with regard to three types of visual metaphor, namely similes, hybrids and conceptual metaphors.