Proceedings of the 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)

A Review of the Effect of Visual Metaphor on Advertising Response

Authors
Haoxing Zhao, Xiaoyong Lin
Corresponding Author
Haoxing Zhao
Available Online September 2019.
DOI
https://doi.org/10.2991/jahp-19.2019.7How to use a DOI?
Keywords
advertising effectiveness; visual metaphor; metaphorical ads
Abstract
Visual metaphor is an indirect method of persuasion in print advertising. It mainly uses metaphors implicitly to imply advertising appeals, which is very common in advertising marketing activities. So, is metaphorical advertising more effective than non-metaphorical advertising? The answer to this question should be based on a review of the effects of metaphorical advertising literatures. This paper first sorts out the different typologies of visual metaphor in advertising. Then explores how visual metaphor engages the consumer and elicits favorable responses to the advertisements. Meanwhile, this paper summarizes the moderating factors, through the two aspects of advertising stimuli and individual differences. Finally, the future research directions and references for marketing practice are addressed in the discussion.
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Proceedings
The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)
Part of series
Advances in Economics, Business and Management Research
Publication Date
September 2019
ISBN
978-94-6252-789-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/jahp-19.2019.7How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Haoxing Zhao
AU  - Xiaoyong Lin
PY  - 2019/09
DA  - 2019/09
TI  - A Review of the Effect of Visual Metaphor on Advertising Response
BT  - The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/jahp-19.2019.7
DO  - https://doi.org/10.2991/jahp-19.2019.7
ID  - Zhao2019/09
ER  -