University of Twente Student Theses
As of Friday, 8 August 2025, the current Student Theses repository is no longer available for thesis uploads. A new Student Theses repository will be available starting Friday, 15 August 2025.
De effecten van metaforen op de waardering van een advertentie en een product
Lettinga, N. (2009) De effecten van metaforen op de waardering van een advertentie en een product.
![[img]](http://essay.utwente.nl/style/images/fileicons/application_pdf.png) |
PDF
616kB |
| Abstract: | The main objective of this study was to examine the impact of metaphors in advertisements on the corresponding appreciation of the advertisement and the product. In addition, extra verbal information was provided that explained the metaphor to a greater or lesser extent. This resulted in six different advertisements through a 2 (metaphor: easy vs. difficult) x 3 (information: only title vs. descriptive vs. elaborative) design. Additionally, the degree of creativity of the subjects was included. The investigation showed that the easy metaphor was valued higher than the difficult metaphor. Providing information which explains the metaphor showed different results for different consumers. For consumers with high creativity providing information that explains the metaphor will have positive results. For consumers with low creativity it is preferable not to explain the metaphor or even not to use a metaphor |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology |
| Programme: | Psychology BSc (56604) |
| Link to this item: | https://purl.utwente.nl/essays/59082 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page