Metaphor as Visual Thinking in Advertising and Its Effects: Focus on Brand Familiarity and Product Involvement

Soojin Kim, Jihye Kim, Eunice Kim

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

One of advertisers' favorite communication techniques is the visual metaphor. In fact, metaphor usage perennially increases in ad images. This study, which looks at consumers with varying levels of brand familiarity and product involvement, investigates how their attitudes and purchase intentions of are influenced by the persuasive effects of visual metaphors in various advertising conditions. The findings reveal that consumers' attitudes and purchase intentions are enhanced more by visual metaphor-based ads than nonmetaphor-based ads when the advertised product is in a low-involvement product category. Nonmetaphorical ads are found to have a more positive influence with high-involvement products than do metaphorical ads. The results show a significant three-way interaction effect. When the advertised product is in a low-involvement product category, visual metaphors lead to favorable brand evaluations and higher purchase intentions in the ads for a low-familiarity brand. However, nonmetaphors are more persuasive than visual metaphors only for the low familiarity brand in a high-involvement product category. Theoretical and practical implications are addressed in the discussion.

Original languageEnglish
Pages (from-to)654-672
Number of pages19
JournalJournal of Promotion Management
Volume23
Issue number5
DOIs
StatePublished - 3 Sep 2017

Keywords

  • ad effectiveness
  • brand familiarity
  • metaphorical ads
  • product involvement
  • visual metaphors

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