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
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
- 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 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
- Type
- Chapter
- Information
- Unpacking CreativityThe Power of Figurative Communication in Advertising, pp. 247 - 255Publisher: Cambridge University PressPrint publication year: 2021