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Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation

Gkiouzepas, L and Hogg, M K (2011) Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation. Journal of Advertising, 40 ((1)). pp. 103-120. ISSN 0091-3367

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Abstract

This study develops and tests a conceptual framework for categorizing visual metaphors in advertising according to whether the pictorial elements in the ad are synthesized or juxtaposed. In this attempt, it subscribes to the view that creative ideas frequently share similar design structures and patterns in devising visual metaphors. This study demonstrates that compared with ad visuals that simply juxtapose metaphorical objects, ad visuals that synthesize conceptually similar metaphorical objects provoke greater elaboration and elicit more favorable consumer attitudes toward both the ad and the brand. These positive effects are not free of comprehension costs, however. Ads that synthesize very dissimilar objects (as compared with ads that juxtapose objects) fail to produce the same benefits and might, in some cases, even risk reducing the persuasiveness of the argument about key product attributes in the advertising message.

Item Type: Article
Journal or Publication Title: Journal of Advertising
Subjects: UNSPECIFIED
Departments: Lancaster University Management School > Marketing
ID Code: 45530
Deposited By: ep_importer_pure
Deposited On: 11 Jul 2011 19:33
Refereed?: Yes
Published?: Published
Last Modified: 19 Dec 2013 15:46
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/45530

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