Abstract
The present study examined the cognition of visual symbols in advertisement, using two different groups of subjects, design majors and other majors. The stimuli were pictures used in Taiwanese advertisements; they were presented without any verbal information. Taiwanese subjects were to choose proper catchphrases for each stimulus as advertisement in experiment 1. The results showed that the design majors chose rather abstract verbal expression as catchphrases and that the stimuli using the hand as motif required more direct verbal expression than those using the heart. In the experiment 2, Japanese subjects participated in and worked out proper advertised object for each stimulus. As a result, the design majors could do various verbal expressions from a picture. In conclusion, the difference of experience of design work can affect the way of cognition of visual symbols: the students who have not studied the design prefer more direct correspondence between visual symbols and verbal information in the advertisement. Direct and indirect message from visual symbols was also discussed.
