Drawing on academic expertise from the team from the EMMA project – Exploring Multimodal Metaphor [and Metonymy] in Advertising – and practitioner experience from Big Cat, the collaboration tested how figurative messaging that uses metaphor and metonymy can be effectively used in advertising campaigns to successfully communicate important information about the products and services of the aforementioned non-profit organisations. The testing involved eye-tracking technology (ET), electro-dermal activity (EDA) measurements, and qualitative interviews that recorded what and how consumers viewed rebranded websites, logos, and printed advertisements. The data analysis was used to gain an insight into what consumers perceive, dwell upon, understand, feel, and appreciate in advertising campaigns. Read more about the Birmingham Post's award here. 
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