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

  • from Part II - Empirical Studies
  • Paula Pérez Sobrino, Jeannette Littlemore, University of Birmingham, Samantha Ford, University of Birmingham
  • Book:
    Unpacking Creativity
    Published online:
    14 August 2021
    Print publication:
    02 September 2021, pp 247-255

  • 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.