Title Page
 Table of Contents
 Literature review
 Conclusions and recommendation...
 Appendix: Code book
 Biographical sketch

Group Title: use of metaphor in on-line advertising
Title: The Use of metaphor in on-line advertising
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00100653/00001
 Material Information
Title: The Use of metaphor in on-line advertising
Physical Description: vii, 48 p. ; ill.
Language: English
Creator: Anderson, Elizabeth M., 1973- ( Dissertant )
Sutherland, John ( Thesis advisor )
Wagner, Elaine ( Reviewer )
Publisher: University of Florida
Place of Publication: Gainesville, Fla.
Publication Date: 1998
Copyright Date: 1998
Subjects / Keywords: Journalism and Communications thesis, M.A.M.C   ( lcsh )
Dissertations, Academic -- Journalism and Communications -- UF   ( lcsh )
Genre: government publication (state, provincial, terriorial, dependent)   ( marcgt )
bibliography   ( marcgt )
theses   ( marcgt )
non-fiction   ( marcgt )
Abstract: Research on the use of metaphor in on-line advertising was undertaken to provide advertisers beneficial competitive information when developing an on-line presence. The research attempted to answer the following questions: 1). What is the most common type of metaphor used in on-line advertising in 1998? 2). Is there a difference between metaphor usage in shopping versus non-shopping web sites? 3). What are the influencing factors that account for these differences? This study of metaphor in on-line advertising examined commercial web sites that promote goods or services on the Internet's World Wide Web. Fourteen such web sites were observed and content analyzed according to the coding manual developed through literature reviews and web site observations. These web sites were sampled for their high consumer traffic and popularity. The five-level hierarchical coding manual was used to code and count metaphors on these fourteen commercial web sites. Data were input into the computer program Statistical Package for Social Sciences (SPSS). Statistical tests included frequencies, an independent sample t-test, and discriminate analysis. Results showed that working, clickable, and verbo-pictorial metaphors commonly appear in commercial web sites. Shopping sites tended to use more pictorial, clickable, and directional metaphors than non-shopping sites. Verbal and verbo-pictorial metaphors tended to appear more often in non-shopping sites. Verbal, verbo-pictorial, and clickable metaphors were shown to have the greatest discriminating power in differentiating shopping versus non-shopping web sites. The study of metaphor in on-line advertising is still in its infancy and requires further research. Advertisers could benefit from experimental consumer research on reactions and interactions with on-line metaphors. Paired with competitive market research such as this study provides, advertisers would have useful tools when developing an on-line presence.
Subject: advertising, metaphor, on-line
Thesis: Thesis (M.A.M.C.)--University of Florida, 1998.
Bibliography: Includes bibliographical references (p. 45-47).
System Details: System requirements: World Wide Web browser and PDF reader.
System Details: Mode of access: World Wide Web.
Statement of Responsibility: by Elizabeth M. Anderson.
General Note: Title from first page of PDF file.
General Note: Document formatted into pages; contains vii, 48 p.; also contains graphics.
General Note: Vita.
 Record Information
Bibliographic ID: UF00100653
Volume ID: VID00001
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: oclc - 50751687
alephbibnum - 002424954
notis - AMD0034


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Table of Contents
    Title Page
        Page i
        Page ii
        Page iii
    Table of Contents
        Page iv
        Page v
        Page vi
        Page vii
        Page 1
        Page 2
        Page 3
        Page 4
        Page 5
        Page 6
        Page 7
        Page 8
        Page 9
    Literature review
        Page 10
        Page 11
        Page 12
        Page 13
        Page 14
        Page 15
        Page 16
        Page 17
        Page 18
        Page 19
        Page 20
        Page 21
        Page 22
        Page 23
        Page 24
        Page 25
        Page 26
        Page 27
        Page 28
        Page 29
        Page 30
        Page 31
        Page 32
        Page 33
        Page 34
        Page 35
        Page 36
        Page 37
        Page 38
    Conclusions and recommendations
        Page 39
        Page 40
        Page 41
        Page 42
    Appendix: Code book
        Page 43
        Page 44
        Page 45
        Page 46
        Page 47
    Biographical sketch
        Page 48
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