Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption

Sumeera Batool; Moneeba Iftikhar; Arfa Mashal

doi:10.47264/idea.lassij/4.2.12

Authors

Sumeera Batool Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan. https://orcid.org/0000-0001-8945-1630
Moneeba Iftikhar Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan. https://orcid.org/0000-0001-6850-4203
Arfa Mashal Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan.

DOI:

https://doi.org/10.47264/idea.lassij/4.2.12

Keywords:

Brand Perception, Buying Behaviour, Advertising Effectiveness, Products, Visual Rhetoric, Symbols, Images, Brand Strategy

Abstract

The consumers have many choices in buying products around the world, which makes tough competition among the brands. To make the brand stand out in the market, visuals metaphors have become mandatory tools that the advertisers use. Therefore, this study aims to find the role of visual metaphors of Pakistani Television Commercials (TVCs) in shaping the perceptions of female consumers regarding brand image and its consumption as television audience. The study followed the theory of visual rhetoric and brand equity, which gives the building block in understanding the relationship of visual metaphors with consumer’s perception about brand image. The qualitative method is used to scrutinize the in-depth perception by using focus group as a tool of data collection. The population of the study is female youth and 96 students participated as respondents. Results reveal that after watching TVCs, there is significant inclination and affirmative change in consumer’s perception about buying the product among youngsters. It also shows that using visual metaphors benefit significantly in distinction of a brand from its competitors. The conclusive findings will help the advertisers to know the effectiveness of visual metaphors of TVCs in changing consumer’s perception about the brand image and their buying pattern.

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