In planned communication, the method of conveying information is as important as the information itself. We explored the specific use of conveying information in advertising – visual metaphors. Our objective was to examine how visual metaphors in advertisements influence consumer communication. Our research focused on how metaphors influence attitudes toward the ads, specifically in the context of persuasiveness and appeal. At the beginning of the research paper, we defined advertising communication and received visual metaphors history in advertising. We examined different typologies of visual metaphors, their placement within visual rhetoric, and their meaning in persuasive communication. Using the quantitative method, we assessed the persuasiveness and appeal of ads featuring visual metaphors compared to those without them, as well as how the perception of visual metaphors impacts the persuasiveness and appeal of the advertisements. The key finding of our research is that there is a connection between the perception of visual metaphor and ad appeal and persuasiveness.
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