Please use this identifier to cite or link to this item: https://ruomo.lib.uom.gr/handle/7000/1810
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dc.contributor.authorMargariti, Kostoula-
dc.contributor.authorHatzithomas, Leonidas-
dc.contributor.authorBoutsouki, Christina-
dc.contributor.authorZotos, Yorgos-
dc.date.accessioned2023-11-30T07:08:29Z-
dc.date.available2023-11-30T07:08:29Z-
dc.date.issued2022-06-01-
dc.identifier10.1080/02650487.2021.1914446en_US
dc.identifier.issn0265-0487en_US
dc.identifier.issn1759-3948en_US
dc.identifier.urihttps://doi.org/10.1080/02650487.2021.1914446en_US
dc.identifier.urihttps://ruomo.lib.uom.gr/handle/7000/1810-
dc.description.abstractContemporary 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.en_US
dc.language.isoenen_US
dc.publisherTaylor & Francisen_US
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.sourceInternational Journal of Advertisingen_US
dc.subjectFRASCATI::Social sciences::Economics and Business::Business and Managementen_US
dc.subject.otherVisual metaphorsen_US
dc.subject.otherwhite” spaceen_US
dc.subject.otheraesthetic responseen_US
dc.subject.otherpleasureen_US
dc.subject.otherattitude toward the aden_US
dc.subject.othernoveltyen_US
dc.subject.othercomplexityen_US
dc.subject.otheradvertising effectsen_US
dc.titleΑ path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasureen_US
dc.typeArticleen_US
dc.contributor.departmentΤμήμα Οργάνωσης & Διοίκησης Επιχειρήσεωνen_US
local.identifier.volume41en_US
local.identifier.issue4en_US
local.identifier.firstpage731en_US
local.identifier.lastpage770en_US
Appears in Collections:Department of Business Administration

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