DeRosia, E. D. (2008). The effectiveness of nonverbal symbolic signs and metaphors in advertisements: An experimental inquiry. Psychology and Marketing, 25(3), 298-316.


One of the consequences of the interpretation of non-verbal symbolic signs and metaphors can be the formation of non-utilitarian brand beliefs.  DeRosia's research found that although participants with moderate motivation had interpreted the non-verbal elements of the advertisement, their opinion of the brand was of little or no consequence.  



The comprehension of nonverbal symbolic signs and metaphors requires
a minimum level of cognitive effort.  The study found that the ad recipients with low motivation found that the effectiveness of nonverbal symbolic signs in the treated advertisement was low.  Although this study focuses on stimuli that is business based; educators should take these results into consideration when designing learning materials for their students.  In the classroom, there will be students with low, medium and high motivation.  How can a teacher engage all of the class?