The Message is in the Metaphor: Assessing the Comprehension of Metaphors in Advertisements

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Abstract
Although metaphors are used by advertising creators to convey brand meaning and enhance brand information processing, little is understood with regard to consumers' comprehension of intended meaning. This research contributes to this body of knowledge by examining the effect of metaphor type (abstract / concrete) and hemispheric processing on respondents' comprehension of metaphors in ads. Overall, the findings suggest that concrete metaphors are more easily understood than abstract metaphors. This effect is moderated by hemispheric processing such that individuals high in right or integrative processing are more likely to provide valid interpretations of both types of metaphors. These findings are discussed and implications for advertising practitioners are offered.