Архив журнала

Abstract: The results of an experiment conducted on 98 subjects reveal that metaphorical language is persuasive and assists in subjects‟ learning about a topic. Subjects who read newspaper stories containing metaphors took away significantly more factual knowledge from the stories than subjects who read stories without metaphors. Moreover, subjects reading stories which contained metaphors favoring one group over another tended to sympathize with the favored group. The results of this study not only deepen the body of knowledge on metaphor through empirical testing, but also supplement the scholarly work on political persuasion