Α path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasure

Abstract

Contemporary advertising is increasingly based upon the successful implementation of two creative design tools, visual metaphors, and “white” space. Yet, despite their established coexistence, there is not enough evidence on the mechanism that takes place to affect consumers’ attitude toward the ad (Aad). The present study builds on the scarce evidence on the combination of visual metaphors with “white” space to decipher the role of “white” space on the effectiveness of metaphoric advertising. A content analysis of 405 international print ads establishes the widespread use of visual metaphors (fusions) with extended “white” space (monochrome, in shades of grey). Based on Berlyne’s theory of aesthetic preference this study proposes a serial mediation model with novelty, arousal, aesthetic response, and pleasure as successive mediating factors on the impact of visual metaphors (and especially visual metaphors with “white” space) on Aad. Three between-subjects (two with a Greek sample and one with U.S. and U.K. sample) experiments provide solid evidence in support of the proposed model. The attested sequence of effects fire starts a discussion on the significant creative opportunities and the associated communication implications for both academics and practitioners.