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Metaphors in Advertising: effecten op overtuiging

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Metaphors in Advertising: effecten op overtuiging

Onderzoek naar de impact van metaforen in advertenties; afhankelijke variabele: overtuiging (mate waarin een ‘change of belief‘ plaatsvindt).

In het in dit artikel gerapporteerde experiment werd onderzocht in welke mate de overtuigingskracht veranderde onder invloed van verschillende condities:

  • effect van het gebruik van metaforen per se;
  • effect van highly figurative metaphors versus common metaphoric comparisons (moderately figurative);
  • invloed van consumers’ Metaphor Processing Ability;

The linguistics literature argues that different meanings can be conveyed by different metaphors, and that the meaning content so conveyed will structure the perceptions of message recipients in profoundly different ways. We set out to measure the impact of varying metaphor content within an advertising context on consumer beliefs. We report an experiment that isolates the effect of metaphor, which is a function of cross-domain comparison, from the effect of figurativeness, which is a function of artful deviation. We find that only a highly figurative metaphor is able to alter specific consumer beliefs under conditions of incidental ad exposure. Consumers who have a high degree of ability to process metaphors are an exception to this rule; in their case, metaphors, whether figurative or not, did alter beliefs. Theoretical and practical implications are discussed. (Phillips & McQuarrie, 2009, p. 49)

Zie ook Advertising: impact of in-game brand exposure en product placement

Referentie voor het artikel:

Phillips, B.J. en McQuarrie, E.F. (2009)
Impact of Advertising Metaphor on Consumer Belief: Delineating the Contribution of Comparison Versus Deviation Factors. Journal of Advertising, 38(1), 49-61

Bron: Journal of Advertising


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Rob le PairDocent - onderzoeker Radboud Universiteit Nijmegen; favoriete thema's op deze site: Persuasive communication, Eindhoven-Philipsdorp, WordPress-design, gebruik van sociale media, running experiences, gardening.View all posts by Rob le Pair →

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