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Title: Α path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasure
Authors: Margariti, Kostoula
Hatzithomas, Leonidas
Boutsouki, Christina
Zotos, Yorgos
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business::Business and Management
Keywords: Visual metaphors
white” space
aesthetic response
attitude toward the ad
advertising effects
Issue Date: 1-Jun-2022
Publisher: Taylor & Francis
Source: International Journal of Advertising
Volume: 41
Issue: 4
First Page: 731
Last Page: 770
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.
ISSN: 0265-0487
Other Identifiers: 10.1080/02650487.2021.1914446
Appears in Collections:Department of Business Administration

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