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11 - What Do We Now Know About the Creative use of Figurative Communication in Advertising?

from Part II - Empirical Studies

Published online by Cambridge University Press:  14 August 2021

Paula Pérez Sobrino ,
Jeannette Littlemore  and
Samantha Ford
Paula Pérez Sobrino
Affiliation:
University of La Rioja
Jeannette Littlemore
Affiliation:
University of Birmingham
Samantha Ford
Affiliation:
University of Birmingham
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Summary

Chapter 11 shows how figurative messaging can be used in the most optimal way in advertising campaigns and branding exercises. It provides recommendations designed to help practitioners to make informed choices about the use of figurative messaging in their campaigns and to anticipate possible outcomes and pitfalls. It covers issues such as the way in which metaphor works as a ‘disruptor’, how people experience and interact with metaphor, the different ways in which figurative messaging can be used creatively, how this relates to fast and slow thinking, and the ways in which figurative messaging can be made to appeal to different audiences.

Keywords

advertisingmetaphormetonymydisruptorfast and slow thinkingcomplexityaudience designfigurative messagingcreativityadvertising effectivenessadvertisers
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Chapter
Information
Unpacking Creativity
The Power of Figurative Communication in Advertising
 , pp. 247 - 255
Publisher: Cambridge University Press
Print publication year: 2021

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