Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption
DOI:
https://doi.org/10.47264/idea.lassij/4.2.12Keywords:
Brand Perception, Buying Behaviour, Advertising Effectiveness, Products, Visual Rhetoric, Symbols, Images, Brand StrategyAbstract
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.
References
Albakry, N. S., & Daimin, G. (2014). The visual rhetoric in public awareness print advertising toward Malaysia perceptive socio-cultural design. Procedia-Social and Behavioural Sciences, 155, 28-33. https://www.sciencedirect.com/science/article/pii/S1877042814057176?via%3Dihub
Alousque, I. N. (2015). The role of text in the identification of visual metaphor in advertising. Procedia-Social and Behavioural Sciences, 212, 309-315. https://www.sciencedirect.com/science/article/pii/S1877042815057262?via%3Dihub
Ang, S. H., & Ching-Lim, E. A. C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39-53. https://www.tandfonline.com/doi/abs/10.1080/00913367.2006.10639226
Bateman, J. (2014). Text and Image: a critical introduction to the visual/verbal divide. Routledge. https://www.taylorfrancis.com/books/9781315773971
Benny, R. B. (1982). Influences of brand name and packaging on perceived quality. NA - Advances in Consumer Research, 9. 472-477. https://www.acrwebsite.org/volumes/6050
Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits. European Journal of Marketing, 45(1/2), 191-216. https://doi.org/10.1108/03090561111095658
Cao, S., Wang, H., & Zou, X. (2018). The effect of visual structure of pictorial metaphors on advertisement attitudes. International Journal of Marketing Studies, 10(4), 60-71. https://doi.org/10.5539/ijms.v10n4p60
Chang, C. T., Wu, Y. C., Lee, Y. K., & Chu, X. Y. (2018). Right metaphor, right place: choosing a visual metaphor based on product type and consumer differences. International Journal of Advertising, 37(2), 309-336. https://www.tandfonline.com/doi/full/10.1080/02650487.2016.1240468
Delbaere, M. (2008). Knowledge transfer and rhetoric: the influence of rhetorical figures on consumer learning. PhD Thesis submitted to Department of Marketing, The University of Manitoba. https://central.bac-lac.gc.ca/.item?id=NR49100&op=pdf&app=Library&oclc_number=708724832
Esch, F. R., Wicke, A. & Rempel, J. E. (2005b). Herausforderungen und Aufgaben des Markenmanagements. In Esch, F. R. (ed.) Moderne Markenfuhrung. Grundlagen - Innovative Ansatze - Praktische Umsetzungen. Springer Fachmedien, 3-55. https://doi.org/10.1007/978-3-8349-4541-9_1
Foss, S. K. (2004). Theory of visual rhetoric. Handbook of Visual Communications. Routledge. https://www.routledgehandbooks.com/doi/10.4324/9781410611581.ch9
Hervet, G., Guerard, K., Tremblay, S., & Chtourou, M. S. (2011). Is banner blindness genuine? eye tracking internet text advertising. Applied Cognitive Psychology, 25(5), 708-716. https://onlinelibrary.wiley.com/doi/abs/10.1002/acp.1742
Holyoak, K. J., & Stamenkovic, D. (2018). Metaphor comprehension: a critical review of theories and evidence. Psychological Bulletin, 144(6), 641-671. http://reasoninglab.psych.ucla.edu/KH%20pdfs/Holyoak_Stamenkovic.2018.pdf
Iftikhar, M., & Islam, M. (2017). Construction of female identity in Pakistani television commercials (November, 2015-April, 2016): a semiotic analysis. Pakistan Journal of Gender Studies, 14(1), 81-110. https://socialsciencejournals.pjgs-ws.com/index.php/PJGS/article/view/142/93
Iftikhar, M., Mahmood, T., & Asad, A. (2019). The use of advertising appeals and women delineation in breast cancer related web advertisements: a semiotic analysis of western and eastern advertising. Global Regional Review, 4(1), 480-497. https://grrjournal.com/jadmin/Auther/31rvIolA2LALJouq9hkR/Onq2dvihUq.pdf
Isoraite, M. (2018). Brand image development. Ecoforum Journal, 7(1). http://www.ecoforumjournal.ro/index.php/eco/article/view/704/448.
Janniefer, A. (1997). Brands personality traits, personality psychology. Journal of Marketing Research, 34 (3), 347-356. https://d1wqtxts1xzle7.cloudfront.net/63546495/brandpersonality20200606-60251-iejfyi.pdf?1591456132=&response-content-
Jeong, S. H. (2008). Visual metaphor in advertising: is the persuasive effect attributable to visual argumentation or metaphorical rhetoric? Journal of Marketing Communications, 14(1), 59-73. https://doi.org/10.1080/14697010701717488
Johansson, J., Folkesson, O., & Henningsson, J. (2018). Brand image in the sharing economy: an exploratory study of how to achieve positive customer perceptions in the sharing economy. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39695
Kim, S., Kim, J., & Kim, E. (2017). Metaphor as visual thinking in advertising and its effects: focus on brand familiarity and product involvement. Journal of Promotion Management, 23(5), 654-672. https://doi.org/10.1080/10496491.2017.1297982
Kinra, N. (2006). Effect of country origin on foreign brands names in Indian market. Journal of Marketing Practices, 24(1), 15-30. https://doi.org/10.1108/02634500610641534
Kotler, P. & Keller, K. L. (2012). Marketing management. Prentice Hall.
Madsen, M. J. (2018). A Q-method study of visual metaphors in advertising. http://hdl.lib.byu.edu/1877/etd10189
McQuarrie, E. F., & Mick, D. G. (1999). Visual rhetoric in advertising: text-interpretive, experimental, and reader-response analyses. Journal of Consumer Research, 26(1), 37-54. https://doi.org/10.1086/209549
McQuarrie, E. F., & Mick, D. G. (2009). A laboratory study of the effect of verbal rhetoric versus repetition when consumers are not directed to process advertising. International Journal of Advertising, 28(2), 287-312. https://doi.org/10.2501/S0265048709200576
Mehreen, K., Roshan, R., & Gul, M. (2020). Psychological factors influencing the adoption of web-based shopping behaviour of female consumers. Liberal Arts & Social Sciences International Journal (LASSIJ), 4(2), 169-183. https://doi.org/10.47264/idea.lassij/3.2.19
Muljosumarto, C. (2018). A Case Study Color as a visual language: focused on TV commercial. Nirmana, 17(1), 1-9. https://doi.org/10.9744/nirmana.17.1.1-9
Mzoughi, N., & Abdelhak, S. (2011). The impact of visual and verbal rhetoric in advertising on mental imagery and recall. International Journal of Business and Social Science, 2(9). http://ijbssnet.com/journals/Vol._2_No._9_[Special_Issue_-_May_2011]/30.pdf
Pawlowski, D. R., Badzinski, D. M., & Mitchell, N. (1998). Effects of metaphors on children's comprehension and perception of print advertisements. Journal of Advertising, 27(2), 83-98. https://doi.org/10.1080/00913367.1998.10673554
Phillips, B. J., & McQuarrie, E. F. (2002). The development, change, and transformation of rhetorical style in magazine advertisements 1954-1999. Journal of Advertising, 31(4), 1-13. https://doi.org/10.1080/00913367.2002.10673681
Phillips, B. J., & McQuarrie, E. F. (2009). Impact of advertising metaphor on consumer belief: delineating the contribution of comparison versus deviation factors. Journal of Advertising, 38(1), 49-62. https://doi.org/10.2753/JOA0091-3367380104
Pileliene, L., & Grigaliunait?, V. (2016). Effectiveness of visual metaphor in milk advertising. In Economic science for rural development: proceedings of the 17th international scientific conference, Jelgava, 21-22 April 2016. No. 43: New dimensions in the development of society marketing and sustainable consumption finance and taxes. Latvian University of Agriculture. https://hdl.handle.net/20.500.12259/31922
Randazzo, S. (2006). Subaru: the emotional myths behind the brand’s growth. Journal of Advertising Research, 46(1), 11-17. https://doi.org/10.2501/S002184990606003X.
Sakr, A. (2016). The effect of visual metaphor on advertising response: an integrative framework (Doctoral dissertation, Aston University). http://publications.aston.ac.uk/id/eprint/30075/
Shan, C., Mingyang, Y., & Xue, K. (2017). Effects of metaphor advertising on brand extension evaluation: construal level as mediator. Social Behaviour & Personality: An International Journal, 45(6), 967-985. https://doi.org/10.2224/sbp.5962
Sopory, P., & Dillard, J. P. (2002). The persuasive effects of metaphor: a meta?analysis. Human Communication Research, 28(3), 382-419. https://doi.org/10.1111/j.1468-2958.2002.tb00813.x
Van-Mulken, M., Le Pair, R., & Forceville, C. (2010). The impact of perceived complexity, deviation and comprehension on the appreciation of visual metaphor in advertising across three European countries. Journal of Pragmatics, 42(12), 3418-3430. https://doi.org/10.1016/j.pragma.2010.04.030
Zhang, X., & Gao, X. (2009). An analysis of conceptual metaphor in Western commercial advertisements. Asian Social Science, 5(12), 97-104. https://pdfs.semanticscholar.org/85aa/f32e089bcdbc1a9db441c75fd6541ec35d42.pdf
Zhao, H., & Lin, X. (2019, September). A review of the effect of visual metaphor on advertising response. In The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019). Atlantis Press. https://doi.org/10.2991/jahp-19.2019.7
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Sumeera Batool, Moneeba Iftikhar, Arfa Mashal

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Please click here for details about the LASSIJ's Licensing and Copyright policies.