The effectiveness of nonverbal symbolic signs and metaphors in advertisements: An experimental inquiry

DeRosia, Eric D.

doi:10.1002/mar.20210

Cited by 56 publications

(41 citation statements)

References 59 publications

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“…In other words, consumers may struggle to visualize the product, as described in the metaphor, even though they are quite familiar with the brand. This finding is consistent with previous research suggesting that metaphoric advertisements are more difficult to comprehend than literal advertisements (Childers & Houston, 1984;DeRosia, 2008;Giner-Sorolla, Garcia, & Bargh, 1999;Singh, Lessig, Kim, Gupta, & Hocutt, 2000;Sojka & Giese, 2006). The current finding expands upon previous research by demonstrating that even when a familiar brand is presented with a metaphoric slogan, consumers may still find comprehension of the metaphor difficult.…”

Section: Right Hemisphere Advantage For Visualization Of Advertisemensupporting

confidence: 90%

Running Head: Hemispheric Processing of Slogans Brand Familiarity in Advertisement Slogans: The Role of the Left and Right Cerebral Hemispheres

Vance¹,

Virtue²

2011

IJMS

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Previous research shows that brand familiarity can affect purchase behavior, such that a familiar brand will be preferred over a less familiar brand. Previous research also shows that the use of metaphoric advertisements increases purchase intent. However, it is unknown how consumers implicitly process familiar brands when reading advertisements. Through the divided visual field paradigm, we investigated how the left and right cerebral hemispheres process familiar brands when presented with advertisement slogans. Participants in this experiment read familiar brand names and were presented with metaphoric, literal, or neutral slogans. Participants responded to related target words briefly shown to either the right or left hemisphere. The right hemisphere showed greater facilitation for literal than for metaphoric slogans when consumers were presented with familiar brands. Purchase intent ratings were higher when targets were presented to the left hemisphere. These findings suggest that brand familiarity influences consumers' processing of slogans in the right hemisphere and affects purchase intent ratings in the left hemisphere.

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Section: Right Hemisphere Advantage For Visualization Of Advertisemensupporting

confidence: 90%

Running Head: Hemispheric Processing of Slogans Brand Familiarity in Advertisement Slogans: The Role of the Left and Right Cerebral Hemispheres

Vance¹,

Virtue²

2011

IJMS

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“…As yet, there isn't a great deal of research on the question of whether sound or shape symbolism can influence product perception, but what there is, is promising (see DeRosia, 2008). Take, for example, early work by Holt‐Hansen (1968, 1976).…”

Section: The Consequences Of Manipulating Crossmodal Correspondence Fmentioning

confidence: 99%

Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism

2011

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In this article, the evidence demonstrating the existence of a variety of robust crossmodal correspondences between both sounds (phonetic speech sounds, tones, and other parameters of musical expression) and shapes, and the sensory attributes (specifically the taste, flavor, aroma, and oral-somatosensory attributes) of various foods and beverages is reviewed. The available research now clearly suggests that marketers can enhance their consumers' product experiences by ensuring that the sound symbolism of the brand name, as well as any shape symbolism of/on the labeling, and even the very shape of the packaging itself, sets up the right (i.e., congruent) product-related sensory expectations in the mind of the consumer. In this review, the rapidly-growing literature on the topic of sound and shape symbolism is critically evaluated. Potential caveats, limitations, and problems of interpretation with previous studies are highlighted. The question of whether this approach to sensory marketing should be considered as implicit (or functionally subconscious) is also addressed. Finally, some of the relative strengths and weaknesses of this approach to modulating a consumer's product-related expectations (relative to various other approaches) are considered.

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“…In addition to relying on complex imagery, figures of speech, or metaphors that require cognitive effort (DeRosia, ), and that are usually open to multiple interpretations (Puntoni, Schroeder, & Ritson, ), basic visual (advertising) elements are also known to carry intrinsic symbolic meanings. For instance, a specific typeface may connote luxury (Childers & Jass, ), a cloudy sky on a website may foster feelings of comfort that subsequently steer purchase behavior (Mandel & Johnson, ), and colors are, regardless of the medium in which they are presented, easily associated with concepts such as luxury and power (Babin, Hardesty, & Suter, ; Osgood, ; Valdez & Mehrabian, ).…”

Section: Image Schemas In Designmentioning

confidence: 99%

Embodied Product Perception: Effects of Verticality Cues in Advertising and Packaging Design on Consumer Impressions and Price Expectations

Rompay

Vries

Bontekoe

et al. 2012

Psychology and Marketing

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As consumers increasingly turn to luxury brands and associated benefits, brand managers face the question how to convey luxury perceptions via marketing communications such as packaging and advertising design. Inspired by theories addressing embodied cognition and symbolic meaning portrayal, this paper argues that visual cues inspiring verticality perceptions (i.e., camera angle and advertising background orientation) affect luxury perceptions and, consequently, consumer evaluations and price expectations. Across three experiments, verticality cues fostered perceptions of product luxury but differentially affected price expectations and purchase considerations depending on product type. Moreover, findings show that effects of vertical orientation are more pronounced for participants high on sociable dominance. Implications of these findings for visual brand management are discussed.

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The effectiveness of nonverbal symbolic signs and metaphors in advertisements: An experimental inquiry

Cited by 56 publications

References 59 publications

Running Head: Hemispheric Processing of Slogans Brand Familiarity in Advertisement Slogans: The Role of the Left and Right Cerebral Hemispheres

Running Head: Hemispheric Processing of Slogans Brand Familiarity in Advertisement Slogans: The Role of the Left and Right Cerebral Hemispheres

Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism

Embodied Product Perception: Effects of Verticality Cues in Advertising and Packaging Design on Consumer Impressions and Price Expectations

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