A Critical Discourse Analysis of the Use of Metaphor in Online Car Advertisements

Hartati, Rita; Panah, Ebrahim; Matsom, Hafizan

doi:10.35307/saltel.v4i2.77

Cited by 2 publications

(2 citation statements)

References 12 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Current research also documents that complexity in the meaning of advertisement messages captures target consumers' attention, leading to enhanced brand image (Juliana & Arafah, 2018). Many firms consistently use ambiguous messages to persuade consumers to develop positive purchase intentions toward brands (Hartati Panah & Matsom, 2021). Individuals infer the meaning of a message based on their perception.…”

Section: Strategic Ambiguitymentioning

confidence: 92%

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Hasan

Naeem

Ahmed

et al. 2022

View full text Add to dashboard Cite

It has become difficult for firms to attract and retain customers in the prevailing competitive era. Therefore, they spend considerable resources on advertising mediums, including billboard advertising, apart from other strategies. Given its importance, we have developed a new model that examines the effect of attitudes, perception, brand motives on consumer attention. The study has also examined the effect of tagline ambiguity on consumers' attention and the moderating role of brand image. The study has collected the data from the e leading private business institutes of Karachi, as they are more familiar with the terminologies used in the study. The selected target would reduce variances in the self-administered questionnaire. The study found that consumer attitude is a significant antecedent of consumer attention. And consumers' attitudes, perceptions, and brand motives significantly affect tagline ambiguity. The study has several implications for marketers and practitioners. Deliberate ambiguity significantly affects consumer attention. It promotes cognitive thinking, brand recall, and brand recognition. This allows firms the flexibility of changing value proposition. Many firms have successfully used ambiguity in their taglines. For example, Volkwagen'slogan "Somewhere between tuxedo and birthday suit." This slogan does not communicate anything definite about the products but forces the consumers to form an association. The study has focused on the private business students in Karachi. We recommend others extend this model to other cities and countries. We did not use control variables in this study, which future researchers can incorporate in their studies.

show abstract

Section: Strategic Ambiguitymentioning

confidence: 92%

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Hasan

Naeem

Ahmed

et al. 2022

View full text Add to dashboard Cite

show abstract

“…The topic of metaphor has been well researched (Hartati, Panah and Matsom 2021;Khalid and Hayder 2020;Toma 2010;Al Jumah 2007;Salih 2000, among others), yet it has not been researched thoroughly in terms of applying it to food and drink metaphors used in everyday language. Syriac, as discussed in more detail below, is one of the oldest languages still in use in the Middle East but though it is spoken by over 2 million speakers it has not been studied and documented in terms of its food and drink metaphors.…”

Section: Introductionmentioning

confidence: 99%

A Study of Food and Drink Metaphors in Iraqi Syriac

Toma¹

2022

View full text Add to dashboard Cite

This study investigates the ways in which Syriac native speakers from Iraq conceptualise their understandings of various abstract domains, feelings, emotions, actions, customs, traditions and practices through their experiences of the concrete fields of food and drink metaphors. The conceptual metaphor theory (1980) by Lackoff and Johnson has been adopted for the data analysis. A focus group discussion (FGD) was employed as a tool for data collection and 43 idiomatic food and drink expressions were collected from this. Five native Syriac speakers from various regions and of different genders, ages, tribes and nationalities participated in the discussion. The study shows that Syriac speakers use many food and drink metaphors in their everyday language. The study concludes that food and drink metaphors are used by Syriac speakers mostly to conceive abstract concepts related to feelings, attitudes and emotions. The study shows that foods and drinks are strongly rooted in the Assyrian and Chaldean culture and many traditional dishes are used in its vernacular language as metaphors.

show abstract

A Critical Discourse Analysis of the Use of Metaphor in Online Car Advertisements

Cited by 2 publications

References 12 publications

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

A Study of Food and Drink Metaphors in Iraqi Syriac

Contact Info

Product

Resources

About