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Embodied Cognition: Effects of Image Schemas in Advertising Design

Nijmeijer, L.E.M. (2016) Embodied Cognition: Effects of Image Schemas in Advertising Design.

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Abstract:For years, advertisements are used as an effective tool for branding. Many perfume brands currently use celebrity endorsement. However, not every perfume brand has the budget for this kind of marketing, so they have to come up with another kind of manner to convince consumers of buying their perfume. According to the embodied cognition principle, image schemas are used unconsciously when people think about symbolic meanings in everyday language use. Across two studies, it was examined if the image schemas of common region and containment could affect perceived intimacy, advertising effectiveness and odor evaluation. Study 1 is about the influence of common region (i.e., minimal separation, maximal separation, common region and control condition) on perceived intimacy and advertising effectiveness. Moreover, Study 1 used an online survey in order to collect the data. Common region showed a negative influence on perceived intimacy and advertising effectiveness, hence in contrast to the expectations. Study 2 is an extension of Study 1 in which there was another dependent variable (i.e., odor evaluation) next to perceived intimacy and advertising effectiveness. In order to collect the data an offline survey was used. Containment as well as common region were found to have a positive influence on perceived intimacy and advertising effectiveness. On the contrary, odor evaluation and purchase intention were only positively influenced by containment. Future research should be specifically focusing on gender differences and differences between singles and people in a relationship.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/70705
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