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Three stages of Signs Metaphors implementation

The effectiveness of nonverbal symbolic signs and rhetorical metaphors in advertisements is described through the images listed below. Hypotheses are made based on appeals to both interpretive and psychological theoretical perspectives. In contrast to previous research that has assumed nonverbal ad elements are effortlessly and automatically processed, it is proposed here that consumers must devote a nontrivial level of cognitive effort if they are to comprehend nonverbal symbolic signs and metaphors. The hypotheses suggest boundary conditions for the effectiveness of nonverbal elements in advertising. An experiment is conducted as a test of the hypotheses, and the observations support the hypotheses.

Signs and Metaphors

  1. Determine needs,
  2. create,
  3. evaluate

Definition Phase

Determining needs occurs primarily in the definition phase, but continues to be refined through Design and Development phases.
The team uses audience analysis, clients documents, and other client output.

Design Phase

Creation of the signs and metaphors begins in the Design Phase, and is completed in the Development phase.
Revisions will occur in Post-Delivery as needed.

Evaluation of Signs and Metaphors

Evaluation of signs and metaphors is carried out primarily during post delivery, but also during design and development.
The team uses informal client feedback, and formal testing of sample users during design and development.
Once the site is launched, the team can incorporate actual user feedback, site metrics, and client input such as statistics on sales and customer leads during the post-delivery phase.