Straightforward ads outgun metaphorical ads

Straightforward ads outgun metaphorical ads

Many people appreciate a good metaphor in an ad, whether it is of the verbal or visual.  The problem with metaphors, according to a study in the Journal of Advertising, is that the ads can be left open to many implied meanings that have nothing to do with the actual content of the ad.  This creates confusion in the minds of consumers.  Openness appears to be the real issue according Luuk Lagerwerf and Anoe Meijers in their study that compares metaphorical to straightforward ads.  Openness in an ad increases as the number and types of visual cues increase.  A metaphorical or straightforward ad with many visual cues is considered open in comparison to an ad with one cue, which is considered closed.  The authors found that consumers like and comprehend straightforward ads better than metaphorical ads, with open straightforward ads out performing all other types ads considered in the study.  While those of us in the advertising business might like metaphors because we consider them creative, consumers appear to like ads they can easily understand while still getting a small dose of visual art as a reward.  “Openness in Metaphorical and Straightforward Advertisements” is published by Luuk Lagerwerf and Anoe Meijers in the Summer 2008 “Journal of Advertising,” Volume 37, Number 2, 19-30.

But wait … punsters rejoice!  Consumers like a good pun puzzle

Puns or any playful play on words may be considered the lowest form of humor - or even language on vacation.  While puns may appear to reside in the language gutter, we all see them used in advertising, suggesting that they have a purpose and that they work.  A linguistic analysis of puns found in a sample of British travel ads published in the Journal of Advertising Research provides some legitimacy for puns in advertising.  Elmira Djafarova found puns to be a very economical way to get people’s attention and to get them involved in decoding a message.  The audience is drawn to an ad by noticing the ambiguity of the pun and is motivated to solve a puzzle.  The audience then feels smart when the pun is solved and the relevancy of the message is discovered.  Writers and creative directors might groan at the suggestion that puns have their place in advertising, but the simple truth is that research shows that puns work.  “Why Do Advertisers Use Puns? A Linguistic Perspective” is published by Elmira Djafarova. in the June 2008 “Journal of Advertising Research,” Volume 48, Issue 2, 267-75. 

Great Info here from MSU!

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