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
8 - So Real It’s Scary
The Role of Figurative Messaging in Marketing Videos, and Its Contribution to the Emotional Impact and Success of the 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 8 explores the role played by figurative language in marketing videos and examines the emotional impact of different kinds of figurative language. It investigates whether there are any combinations of figurative messaging and emotional arousal that predict the success of a marketing video, in terms of how much a video is appreciated and the extent to which viewers would be willing to share the video with others. The aim is to establish whether there is an optimal combination of figurative language type and emotional resonance that makes a video more likely to become popular. The main findings are that hyperbole and dramatic irony enhance the feelings of surprise, positive emotions, and stress and fear in viewers. None of the figurative operations investigated trigger negative emotions. Videos need to be impactful to be liked; the important thing is to have an emotional impact, regardless of whether it is positive or negative.
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- Information
- Unpacking CreativityThe Power of Figurative Communication in Advertising, pp. 161 - 196Publisher: Cambridge University PressPrint publication year: 2021