Back to Search
Start Over
Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response
- Source :
- Journal of Retailing and Consumer Services, Journal of Retailing and Consumer Services, Elsevier, 2021, 62, pp.102605. ⟨10.1016/j.jretconser.2021.102605⟩
- Publication Year :
- 2021
- Publisher :
- HAL CCSD, 2021.
-
Abstract
- Using visual metaphors in ads is one of the communication techniques that brands have adopted to grab consumers' attention. The phenomenon of using food pictorial metaphors in non-food brand ads has spread in recent years, and given food's sensory nature, using this cue for a non-food brand can affect the way in which consumers interpret such ads. This research seeks to understand whether and how consumers perceive and process such a rhetorical figure. An exploratory qualitative approach is taken in two studies by using semi-structured interviews to explore consumers' reactions to different types of ads with food visual metaphors. The results reveal the predominance of congruency as a key processing mechanism of the ad at three levels: (a) between the food pictorial metaphor and the brand product category, (b) between the food visual metaphor and the brand itself, and (c) between the visual metaphor and the headline. Moreover, the food appetizing dimension, ad creativity, aesthetic appreciation of the ad, and consumers' aesthetic sensitivity are all revealed to play major roles in attitudes toward the ad.
- Subjects :
- Marketing
Product category
Metaphor
media_common.quotation_subject
Interpretation (philosophy)
05 social sciences
Advertising
Headline
Creativity
Affect (psychology)
[SHS]Humanities and Social Sciences
Phenomenon
0502 economics and business
Rhetorical question
[SHS.GESTION]Humanities and Social Sciences/Business administration
050211 marketing
Psychology
050203 business & management
ComputingMilieux_MISCELLANEOUS
media_common
Subjects
Details
- Language :
- English
- ISSN :
- 09696989
- Database :
- OpenAIRE
- Journal :
- Journal of Retailing and Consumer Services, Journal of Retailing and Consumer Services, Elsevier, 2021, 62, pp.102605. ⟨10.1016/j.jretconser.2021.102605⟩
- Accession number :
- edsair.doi.dedup.....bc2a058fa5937d69ea37dbd933fce43d
- Full Text :
- https://doi.org/10.1016/j.jretconser.2021.102605⟩