Why do advertisers use visual metaphors? A pragmatic perspective

Djafarova, Elmira (2016) Why do advertisers use visual metaphors? A pragmatic perspective. The Marketing Review, 16 (2). pp. 203-214. ISSN 1469-347X

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Official URL: http://doi.org/10.1362/146934716X14636478977593

Abstract

This article investigates the role and interpretation processes of visual metaphors in print advertising using a pragmatic approach, more specifically, Relevance Theory (RT). Relevance Theory reveals that the audience interprets ambiguity of metaphors according to their background and inferential knowledge. Complex metaphors require more processing effort from the consumers and can be left misunderstood if no extra anchoring is provided. This study contributes to the theoretical knowledge of advertising and its creativity by applying a pragmatic approach to this research area. It shows how images can reveal some interesting and important issues within advertising communication with potential consumers, which in turn can generate some further discussions. Research findings have direct implications for the creative management of advertising techniques and consumer research.

Item Type: Article
Uncontrolled Keywords: ambiguity, pragmatics, print advertising, relevance theory, visual metaphors
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Elmira Dzhafarova
Date Deposited: 06 Dec 2016 10:45
Last Modified: 10 May 2017 01:37
URI: http://nrl.northumbria.ac.uk/id/eprint/28803

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