Title: Factors that drive the production and determine the effectiveness of creative metaphors

Abstract: Creative metaphors constitute a key mechanism through which humans are able to express emotion and evaluation as they allow us to describe ineffable experiences in concrete, tangible, and often physical terms. These characteristics, along with the fact that such metaphors are often highly memorable, also mean that they lend themselves well to persuasion. In this talk, I outline a series of studies that I have conducted exploring factors that drive the production of creative metaphor and factors that determine their effectiveness. I also look at sources of variation in the way creative metaphors are received.

NB: The session will be held from 11.30 to 12.20 + 10 min for discussion