Book contents
- Unpacking Creativity
- Unpacking Creativity
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Acknowledgements
- Introduction
- Part I Theoretical Perspectives
- Part II Empirical Studies
- 5 Spiderman or Devil Horns?
- 6 If It’s Red It Must Be Sport
- 7 Curry Is Yellow in Japan but Orange in the US
- 8 So Real It’s Scary
- 9 Cross-Cultural and Gender-Based Variation in the Emotional Impact and Appreciation of Marketing Videos
- 10 Having Fun with His Custard Factory?
- 11 What Do We Now Know About the Creative use of Figurative Communication in Advertising?
- Notes
- Appendix
- References
- Secondary References
- Index
10 - Having Fun with His Custard Factory?
Three Cases Where the Effective Use of Figurative Messaging Contributed to the Success of an Advertising Campaign
from Part II - Empirical Studies
Published online by Cambridge University Press: 14 August 2021
- Unpacking Creativity
- Unpacking Creativity
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Acknowledgements
- Introduction
- Part I Theoretical Perspectives
- Part II Empirical Studies
- 5 Spiderman or Devil Horns?
- 6 If It’s Red It Must Be Sport
- 7 Curry Is Yellow in Japan but Orange in the US
- 8 So Real It’s Scary
- 9 Cross-Cultural and Gender-Based Variation in the Emotional Impact and Appreciation of Marketing Videos
- 10 Having Fun with His Custard Factory?
- 11 What Do We Now Know About the Creative use of Figurative Communication in Advertising?
- Notes
- Appendix
- References
- Secondary References
- Index
Summary
Chapter 10 reports the impact of the authors’ work on the success of three advertising campaigns and rebranding projects that were developed by an advertising agency. The chapter demonstrates how research into the optimal use of figurative messaging in advertising campaigns and rebranding exercises can lead to increased effectiveness, measured using industry criteria as well academic criteria. The chapter identifies practical ways of fostering the right amount of cognitive effort on the part of the reader. In some cases, this involves manipulating the text, and in others it involves adjusting the level of content-richness in the image. The chapter shows how a partnership between academics and advertising practitioners can further the theoretical understanding of the ways in which figurative language is processed and the factors that are likely to render it both effective and affective.
- Type
- Chapter
- Information
- Unpacking CreativityThe Power of Figurative Communication in Advertising, pp. 223 - 246Publisher: Cambridge University PressPrint publication year: 2021