Abstract
This study aims to explore the influences of metaphor and Hyperbole, degree of cognitive deviation toward the communication effect. Specifically based on previous study, this research implemented visual image’s degree of exaggeration and the relation of visual image and receiver’s (subjects) life experience deviation degree as the research principals. The results from this empirical study suggest that with the condition of ads’ image appearance and receiver’s life experience having low degree of deviation, with high exaggeration, was proven as a significant way to enhance the communication effectiveness.
