Abstract
Although metaphors are used by advertising creators to convey brand meaning and enhance brand information proc essing, little is understood with regard to consumers' comprehension of intended meaning. This research contributes to this body of knowledge by examining the effect of metaphor type (abstract/concrete) and hemispheric processing on respondents' comprehension of metaphors in ads. Overall, the findings suggest that concrete metaphors are more easily understood than abstract metaphors. This effect is moderated by hemispheric processing such that individuals high in right or integrative processing are more likely to provide valid interpretations of both types of metaphors. These findings are discussed and implications for advertising practitioners are offered.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1-12 |
| Number of pages | 12 |
| Journal | Journal of Advertising |
| Volume | 28 |
| Issue number | 4 |
| DOIs | |
| State | Published - 1999 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Business and International Management
- Communication
- Marketing
Cite this
The message is in the metaphor : Assessing the comprehension of metaphors in advertisements. / Morgan, Susan; Reichert, Tom.
In: Journal of Advertising, Vol. 28, No. 4, 1999, p. 1-12.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - The message is in the metaphor
T2 - Assessing the comprehension of metaphors in advertisements
AU - Morgan, Susan
AU - Reichert, Tom
PY - 1999
Y1 - 1999
N2 - Although metaphors are used by advertising creators to convey brand meaning and enhance brand information proc essing, little is understood with regard to consumers' comprehension of intended meaning. This research contributes to this body of knowledge by examining the effect of metaphor type (abstract/concrete) and hemispheric processing on respondents' comprehension of metaphors in ads. Overall, the findings suggest that concrete metaphors are more easily understood than abstract metaphors. This effect is moderated by hemispheric processing such that individuals high in right or integrative processing are more likely to provide valid interpretations of both types of metaphors. These findings are discussed and implications for advertising practitioners are offered.
AB - Although metaphors are used by advertising creators to convey brand meaning and enhance brand information proc essing, little is understood with regard to consumers' comprehension of intended meaning. This research contributes to this body of knowledge by examining the effect of metaphor type (abstract/concrete) and hemispheric processing on respondents' comprehension of metaphors in ads. Overall, the findings suggest that concrete metaphors are more easily understood than abstract metaphors. This effect is moderated by hemispheric processing such that individuals high in right or integrative processing are more likely to provide valid interpretations of both types of metaphors. These findings are discussed and implications for advertising practitioners are offered.
UR - http://www.scopus.com/inward/record.url?scp=84937190580&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84937190580&partnerID=8YFLogxK
U2 - 10.1080/00913367.1999.10673592
DO - 10.1080/00913367.1999.10673592
M3 - Article
AN - SCOPUS:84937190580
VL - 28
SP - 1
EP - 12
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 4
ER -