Finding the Tipping Point: Visual Metaphor and Conceptual Complexity in Advertising

Mulken, M.J.P. van; Hooft, Andreu van; Nederstigt, Ulrike

doi:10.1080/00913367.2014.920283

Cited by 88 publications

(71 citation statements)

References 43 publications

(53 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…However, Relevance Theory also predicts that if people have to invest more effort into comprehending the message than they believe is warranted by the benefits they gain from this investment, they become frustrated. This means that messages beyond a certain tipping point (Van Mulken et al, 2014) are too complex, and therefore become less effective. For instance, if an ad contains a slogan in a foreign language that the recipient does not recognize (let alone understand), more effort will not result in better comprehension and better liking.…”

Section: Relevance Theory and Complex Messagesmentioning

confidence: 99%

“…That is, not only were ads with more complex metaphors better liked than ads with less complex metaphors, but ads with too complex metaphors were liked less than ads with less complex metaphors (Phillips, 2000;Van Mulken et al, 2014). Phillips (2000), for example, constructed ads in three versions.…”

Section: Relevance Theory and Complex Messagesmentioning

confidence: 99%

“…Next to this measure of perceived comprehension, other useful approaches are to ask participants to select the appropriate meaning among a list of potential meanings (cf. Van Mulken et al, 2014) or to ask them to write down what they think is the meaning of the message (cf. Van Mulken et al, 2010).…”

Section: Future Researchmentioning

confidence: 99%

“…Readers will themselves have to make the inference that the detergent is as effective in removing stains as the crocodile is in eating its prey. Increased complexity in advertising has been found to affect consumers' comprehension and liking of ads (e.g., Lagerwerf & Meijers, 2008;McQuarrie & Mick, 1999;Van Mulken, Van Hooft, & Nederstigt, 2014).…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking

Hornikx

Pair

2017

Journal of Global Marketing

View full text Add to dashboard Cite

According to Hall's context theory, people from different cultures may react differently to complex messages. The current study is the first empirical examination of context theory's role on message comprehension and appreciation. In a comparative survey-based study (N = 289), Belgian and Dutch participants judged 12 complex product advertisements with visual metaphors. As expected by context theory, perceived complexity was lower for Belgian (a higher-context culture) than for Dutch participants (a lower-context culture), and participants'personal context culture score fully accounted for this difference. Similarly, ad liking was higher for Belgian than for Dutch participants, and again, this difference was explained by context score.

show abstract

Section: Relevance Theory and Complex Messagesmentioning

confidence: 99%

Section: Relevance Theory and Complex Messagesmentioning

confidence: 99%

Section: Future Researchmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking

Hornikx

Pair

2017

Journal of Global Marketing

View full text Add to dashboard Cite

show abstract

“…The use of visual metaphors in print advertising has steadily increased between 1954 and 1999 (Phillips & McQuarrie, 2002). Furthermore, visual metaphors can be effective rhetorical devices in advertising that positively impact consumers' ad perceptions (e.g., Lagerwerf et al, 2012;McQuarrie & Phillips, 2005;van Mulken et al, 2010;van Mulken et al, 2014). Visual metaphors do so by presenting their recipients with a small puzzle (cf.…”

Section: Visual Rhetoricmentioning

confidence: 99%

Rousing reviews and instigative images: The impact of online reviews and visual design characteristics on app downloads

Burgers

Eden

Jong

et al. 2016

Mobile Media & Communication

View full text Add to dashboard Cite

Mobile apps are very popular. However, this is not true for every app, with some apps receiving millions of downloads, while other apps are mostly ignored. We investigate the popularity of apps in terms of downloads by focusing on two salient cues: (a) online recommendations (e.g., presence and valence of online reviews) and (b) visual characteristics of app icons (e.g., use of visual metaphors and anthropomorphism). Study 1 was a field study in which we content-analyzed 500 apps from the "transportation" subcategory of the Google Play Store. We found that the presence and valence of online reviews, as well as the presence of visual metaphors in app icons were positively related to the number of app downloads. Study 2 was an experiment in which we presented participants with different app icons containing different types of visual metaphors. We again found that app icons with visual metaphors led to more positive attitudes

show abstract

Rhetorical Figures

Huhmann¹

2018

The Handbook of Organizational Rhetoric and Communication

View full text Add to dashboard Cite

Finding the Tipping Point: Visual Metaphor and Conceptual Complexity in Advertising

Cited by 88 publications

References 43 publications

The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking

The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking

Rousing reviews and instigative images: The impact of online reviews and visual design characteristics on app downloads

Rhetorical Figures

Contact Info

Product

Resources

About