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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
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.
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