Unpacking Creativity: The Power of Figurative Communication in Advertising

Cover
Half-title page
Title page
Copyright page
Dedication
Contents
List of Figures
List of Tables
Acknowledgements
Introduction
Part I Theoretical Perspectives
	1 The Temple of Heaven Is Not China The Creative Use of Figurative Communication in Advertising: What Does It Involve and Why Does It Work?
		1.1 Introduction
		1.2 Metaphor
		1.3 Hyperbole and Understatement
		1.4 Metonymy
		1.5 Metaphor and Metonymy in Combination
		1.6 Ways of Exploiting the Creative Potential of Figurative Messaging in Advertising
		1.7 Humour and Irony
		1.8 A Note on the Meaning of ‘Effectiveness’
		1.9 Conclusion
	2 Is It a Bird or Is It a Chameleon?: How Do Advertisers Maximise the Potential of Metaphor in Advertising Through Visual Creativity?
		2.1 Introduction
		2.2 Creativity in the Visual Representations of Metaphor and Metonymy
		2.3 Bringing Metonymy into the Picture
		2.4 Introducing Schematic and Content-Rich Images
		2.5 The Figurative Use of Colour
		2.6 Conclusion
	3 Welcome to the Black Supermarket: How Do Advertisers Draw the Viewer In? Entering, Experiencing, and Interacting with the Metaphor
		3.1 Introduction
		3.2 How Can We Make People Connect with Metaphor?
		3.3 How Are Embodied Metaphors Used in Advertising?
		3.4 The Use of Embodied and Enacted Metaphor in Four Cannes Lions 2019 Grand Prix Award-Winning Campaigns
		3.5 Bringing It All Together: ‘Excitable Edgar’
		3.6 Conclusion
	4 I Thought They Were Hairy Breasts!: How Do Audiences Vary in Their Responses to Creative Metaphor?
		4.1 Introduction
		4.2 Background Knowledge
		4.3 Age
		4.4 Gender
		4.5 Need for Cognition
		4.6 Cross-Cultural Variation and Linguistic Background
		4.7 Other Sources of Variation
		4.8 Conclusion
Part II Empirical Studies
	5 Spiderman or Devil Horns?: The Impact of Figurative and Visual Complexity and Viewing Times on People’s Responses to Advertisements
		5.1 Introduction
		5.2 Research Questions and Working Hypotheses
		5.3 Methods
		5.4 Findings
		5.5 Conclusion
	6 If It’s Red It Must Be Sport: The Figurative Use of Colour and Shape in the Design of Apps
		6.1 Introduction
		6.2 Research Question
		6.3 Materials and Methods
		6.4 Findings
		6.5 Conclusion
	7 Curry Is Yellow in Japan but Orange in the US: Cross-Cultural Variation in App Design
		7.1 Introduction
		7.2 Research Questions and Working Hypothesis: Justification and Rationale
		7.3 Materials and Methods
		7.4 Findings
		7.5 Conclusion
	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
		8.1 Introduction
		8.2 Which Figurative Operations?
		8.3 Which Emotions?
		8.4 Methods
		8.5 Findings
		8.6 Conclusion
	9 Cross-Cultural and Gender-Based Variation in the Emotional Impact and Appreciation of Marketing Videos
		9.1 Introduction
		9.2 Methods
		9.3 Findings
		9.4 Conclusion
	10 Having Fun with His Custard Factory?: Three Cases Where the Effective Use of Figurative Messaging Contributed to the Success of an Advertising Campaign
		10.1 Introduction
		10.2 Having Fun with His Custard Factory? Varying the Cognitive Effort Required to Process Metaphorical Double Entendres
		10.3 Getting on the RightTrack
		10.4 Coming Home: Testing Pictorial Metaphor in a Housing Association Logo
		10.5 Conclusion
	11 What Do We Now Know About the Creative use of Figurative Communication in Advertising?
		11.1 Key Uses of Creative Metaphor in Advertising
		11.2 Creativity Through Complexity: The Figurative and the Visual
		11.3 Creative Uses of Figurative Tropes and Their Combination
		11.4 Shared Creativity: Target Market and Universal Appeal
		11.5 What Do We Now Know about the Creative Use of Figurative Messaging in Advertising?
Notes
Appendix
References
Secondary References
Index