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

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation. / Gkiouzepas, L; Hogg, M K.
In: Journal of Advertising, Vol. 40, No. (1), 2011, p. 103-120.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Gkiouzepas, L & Hogg, MK 2011, 'Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation', Journal of Advertising, vol. 40, no. (1), pp. 103-120. https://doi.org/10.2753/JOA0091-3367400107

APA

Gkiouzepas, L., & Hogg, M. K. (2011). Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation. Journal of Advertising, 40((1)), 103-120. https://doi.org/10.2753/JOA0091-3367400107

Vancouver

Gkiouzepas L, Hogg MK. Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation. Journal of Advertising. 2011;40((1)):103-120. doi: 10.2753/JOA0091-3367400107

Author

Gkiouzepas, L ; Hogg, M K. / Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation. In: Journal of Advertising. 2011 ; Vol. 40, No. (1). pp. 103-120.

Bibtex

@article{6bd8d03d39c14dcb814162cf61fe30ec,
title = "Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation",
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.",
author = "L Gkiouzepas and Hogg, {M K}",
year = "2011",
doi = "10.2753/JOA0091-3367400107",
language = "English",
volume = "40",
pages = "103--120",
journal = "Journal of Advertising",
issn = "0091-3367",
publisher = "M.E. Sharpe Inc.",
number = "(1)",

}

RIS

TY - JOUR

T1 - Articulating a new framework for visual metaphors in advertising a structural, conceptual, and pragmatic investigation

AU - Gkiouzepas, L

AU - Hogg, M K

PY - 2011

Y1 - 2011

N2 - 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.

AB - 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.

U2 - 10.2753/JOA0091-3367400107

DO - 10.2753/JOA0091-3367400107

M3 - Journal article

VL - 40

SP - 103

EP - 120

JO - Journal of Advertising

JF - Journal of Advertising

SN - 0091-3367

IS - (1)

ER -