الفهرس 
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Abstract
Pictorial metaphor is a form of rhetorical tropes depicted in images that have a powerful persuasive role in advertising. This thesis compares the effect of four different types of visual metaphor in various consumer responses toward the selected advertisements. It seeks to clear the mechanisms through which visual metaphor works effectively in advertising for the purpose of persuading the consumer into buying the advertised products. In this regard, (300) university staff completed the survey as their liking attitude and comprehension to pictorially metaphorical advertisements based on Forceville’s (1996) typology is investigated. The results indicated that metaphors of moderate complexity, although comprehended less well than simpler metaphors, are liked more than simpler and more complex metaphors.
Keywords: Pictorial metaphor, rhetorical tropes, advertising, complexity, Forceville’s (1996) typology, attitude and comprehension