De effecten van metaforen op de waardering van een advertentie en een product

The main objective of this study was to examine the impact of metaphors in advertisements on the corresponding appreciation of the advertisement and the product. In addition, extra verbal information was provided that explained the metaphor to a greater or lesser extent. This resulted in six different advertisements through a 2 (metaphor: easy vs. difficult) x 3 (information: only title vs. descriptive vs. elaborative) design. Additionally, the degree of creativity of the subjects was included. The investigation showed that the easy metaphor was valued higher than the difficult metaphor. Providing information which explains the metaphor showed different results for different consumers. For consumers with high creativity providing information that explains the metaphor will have positive results. For consumers with low creativity it is preferable not to explain the metaphor or even not to use a metaphor