The effect of the visual metaphors used in the advertisement on the likeability of the advertisement

In this study of the effect of the complexity and richness level of the visual metaphorsused in magazine advertisements on the likeability of the advertisement, anexperimental research about Turkish magazine advertisements was conducted usingPhillips and McQuarrie?s (2004) visual metaphor typology which categorizes the visualmetaphors into 9 different categories according to their level of richness andcomplexity.The first chapter of the study gives general information about the formation of meaningin advertisements whereas the second chapter looks at approaches about the use ofmetaphors in advertisements. After a detailed look, in the third chapter, to theapproaches as to the use of visual elements in advertisements the concept of `visualmetaphors in advertisements? is analyzed in the fourth chapter. The last chapter isreserved for the application and the results of the study.The data about the likeability of the advertisement were collected via simple randomsampling and were analyzed using laboratory experiment research method. Frequencydistribution, one way ANOVA and independent samples t-test were applied to theobtained data. The study revealed that the more complex and rich the visual metaphorsin magazine advertisements are the higher the likeability of it.