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International Journal of Advertising
The Review of Marketing Communications
Volume 37, 2018 - Issue 2
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Articles

Right metaphor, right place: choosing a visual metaphor based on product type and consumer differences

Chun-Tuan ChangDepartment of Business Management, National Sun Yat-sen University, Kaohsiung, TaiwanCorrespondence[email protected] [email protected]
,
Yuan-Ciao WuDepartment of Business Management, National Sun Yat-sen University, Kaohsiung, Taiwan
,
Yu-Kang LeeDepartment of Business Management, National Sun Yat-sen University, Kaohsiung, TaiwanCorrespondence[email protected] [email protected]
&
Xing-Yu ChuDepartment of Business Management, National Sun Yat-sen University, Kaohsiung, Taiwan
Pages 309-336 | Received 01 May 2014, Accepted 15 Sep 2016, Published online: 17 Oct 2016

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Can Trinh. (2023) The Role of confidence in the effects of endorsing images. Journal of Marketing Communications 0:0, pages 1-23.
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Renske van Enschot, Charlotte van Hooijdonk & Ewald Bronkhorst. (2023) Refining replacements. Validating a revised typology of visual metaphor using perceived processing fluency and aesthetic pleasure. International Journal of Advertising 42:2, pages 344-367.
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Ying Huang. (2023) Visual metaphors in advertising: An interplay of visual structure, visual context, and conceptual tension. Journal of Marketing Communications 0:0, pages 1-30.
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Mark O. Donovan, Emma Barkus, Judy A. Pickard, Greg Konza & Jane S. Herbert. (2023) Mind the Family: Acceptability and Outcomes for a Mindfulness- and Imagery-Enhanced Behavioral Parenting Program. Child & Family Behavior Therapy 45:1, pages 23-53.
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Kostoula Margariti, Leonidas Hatzithomas, Christina Boutsouki & Yorgos Zotos. (2022) Α path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasure. International Journal of Advertising 41:4, pages 731-770.
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Leonidas Hatzithomas, Aikaterini Manolopoulou, Kostoula Margariti, Christina Boutsouki & Dimitrios Koumpis. (2021) Metaphors and Body Copy in Online Advertising Effectiveness. Journal of Promotion Management 27:5, pages 642-672.
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Yuhosua Ryoo, Yongwoog Andrew Jeon & Yongjun Sung. (2021) Interpret me! The interplay between visual metaphors and verbal messages in advertising. International Journal of Advertising 40:5, pages 760-782.
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Aurora Occa, Soyoon Kim, Nicholas Carcioppolo, Susan E. Morgan & David Anderson. (2020) A Comparison of Metaphor Modality and Appeals in the Context of Skin Cancer Prevention. Journal of Health Communication 25:1, pages 12-22.
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Articles from other publishers (12)

Olivia Petit & Tobias Otterbring. (2024) The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes. Journal of Advertising Research 64:1, pages 4-17.
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Partha Das, Gurdeep Singh, Gobinda Banik & Manoj Majhi. 2024. Advances in Design and Digital Communication IV. Advances in Design and Digital Communication IV 765 776 .
Molly Xie Pan & Dennis Tay. (2023) Individual differences in identifying creative metaphors from video Ads. Metaphor and the Social World 13:2, pages 221-247.
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Wen-Hsien Huang & Shao-Yu Hsieh. (2023) The impact of animal metaphors on consumer response to courtesy advertising. Journal of Retailing and Consumer Services 75, pages 103485.
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Molly Xie Pan & Dennis Tay. (2023) The effectiveness of metaphors in Chinese video advertisements for depression: An experimental study. Lingua 293, pages 103584.
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Felix Septianto, Nicolas Pontes & Fandy Tjiptono. (2021) The persuasiveness of metaphor in advertising. Psychology & Marketing 39:5, pages 951-961.
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Qiang Yang, Shanshan Liu, Yao Li & Haifeng Kang. (2022) A Matching Study on the Influence of Advertised Information Expression and Product Type on Consumer Purchase Intention. Frontiers in Psychology 13.
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Franklin Velasco, Zhiyong Yang & Narayanan Janakiraman. (2021) A meta-analytic investigation of consumer response to anthropomorphic appeals: The roles of product type and uncertainty avoidance. Journal of Business Research 131, pages 735-746.
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Sumeera Batool, Moneeba Iftikhar & Arfa Mashal. (2020) Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption. Liberal Arts and Social Sciences International Journal (LASSIJ) 4:2, pages 145-158.
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Li-Wei Lin, Su-Rong Yan, Jia-Lu Zhou & Rajesh Kaluri. (2020) A SURVEY OF CONSUMERS' PURCHASE INTENTIONS IN ADVERTORIALS PROMOTION IN COMMUNITY BUSINESS. International Journal of Research -GRANTHAALAYAH 8:2, pages 100-107.
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Chien-Huang Lin & Yidan Huang. (2018) How Self-Construals Affect Responses to Anthropomorphic Brands, With a Focus on the Three-Factor Relationship Between the Brand, the Gift-Giver and the Recipient. Frontiers in Psychology 9.
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Duncan Southgate. (2017) The Emergence of Generation Z And Its Impact in Advertising. Journal of Advertising Research 57:2, pages 227-235.
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