Chapter 6
What makes an advert go viral?
The role of figurative operations in the success of Internet videos
This chapter investigates the potential role played by the creative use of figurative operations, such as metaphor, metonymy, irony, hyperbole, and understatement, in the success of Internet videos. Irony and figurative language based on creative contrasts between contrasting scenarios were found to be strong predictors of popularity. This effect increased if the message was conveyed through a combination of words and images, rather than through the use of either mode in isolation. No effect was found for the positioning of figurative operations in the advertisement’s timeline. Our findings contribute to the wider marketing field by establishing figurative operations, in particular irony, as a potential determinant of a video’s success.
Article outline
- 1.Introduction
- 2.The creative use of figurative operations in internet videos
- 2.1Making creative use of the connection between two entities: Metaphor and metonymy
- 2.2Making creative use of the contrast between two realities: Irony and unmarked contrast
- 2.3Strengthening and mitigating the message: The creative use of hyperbole and understatement
- 3.Variables for video success: Density, coverage, and positioning
- 3.1Density
- 3.2Type of figurative operation and coverage
- 3.3Positioning
- 4.Methodology
- 4.1Variables observed in this study
- 4.2Data analysis and statistical procedures
- 5.Results and discussion
- 5.1Do certain figurative operations, or combinations of figurative operations, contribute more strongly to the success of an internet marketing video?
- 5.2Do some modes of figurative operations contribute more than others to the success of an internet marketing video?
- 5.3Does the positioning of the figurative operations make a difference?
- 6.General discussion
- Funding
-
Notes
-
References
-
Secondary sources: Advertisements
References
Alotaibi, Y.
(
2017)
A New Analysis of Verbal Irony.
International Journal of Applied Linguistics and English Literature, 6(5), 154–161.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Ang, S. H., & 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.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Attardo, S.
(
2000)
Irony markers and functions: Towards a goal-oriented theory of irony and its processing.
Rask, 12, 3–20.
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Attardo, S.
(
2001)
Humorous texts: A semantic and pragmatic analysis. Berlin/New York: Mouton de Gruyter.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Baack, D. W., Wilson, R. T., & Till, B. D.
(
2008)
Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media.
Journal of Advertising, 37(4), 85–94.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Bates, D., Mächler, M., Bolker, B., & Walker, S.
(
2015)
Fitting Linear Mixed-Effects Models Using lme4.
Journal of Statistical Software, 67(1), 1–48.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Berger, J., & Milkman, K. L.
(
2012)
What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192–205.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Boulenger, V., Hauk, O., & Pulvermüller, F.
(
2009)
Grasping ideas with the motor system: Semantic somatotopy in idiom comprehension.
Cerebral Cortex (New York, N.Y.: 1991), 19(8), 1905–1914.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Broadbent, D. E., & Broadbent, M. H. P.
(
1981)
Recency Effects in Visual Memory.
The Quarterly Journal of Experimental Psychology Section A, 33(1), 1–15.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Burgers, C., van Mulken, M., & Schellens, P. J.
(
2011)
Finding Irony: An Introduction of the Verbal Irony Procedure (VIP).
Metaphor and Symbol, 26(3), 186–205.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Burgers, C., van Mulken, M., & Schellens, P. J.
(
2012)
Verbal Irony: Differences in Usage Across Written Genres.
Journal of Language and Social Psychology, 31(3), 290–310.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Cameron, A. C., & Trivedi, P. K.
(
1990)
Regression-based tests for overdispersion in the Poisson model.
Journal of Econometrics, 46(3), 347–364.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Canestrari, C., Bianchi, I., & Cori, V.
(
2018)
De-polarizing verbal irony.
Journal of Cognitive Psychology, 30(1), 43–62.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Chan, F. F. Y.
(
2011)
The use of humor in television advertising in Hong Kong.
Humor – International Journal of Humor Research, 24(1), 43–61.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Chang, C.-T., & Yen, C.-T.
(
2013)
Missing Ingredients in Metaphor Advertising: The Right Formula of Metaphor Type, Product Type, and Need for Cognition.
Journal of Advertising, 42(1), 80–94.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Citron, F. M. M., & Goldberg, A. E.
(
2014)
Metaphorical sentences are more emotionally engaging than their literal counterparts.
Journal of Cognitive Neuroscience, 26(11), 2585–2595.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Claridge, C.
(
2011)
Hyperbole in English. Cambridge: Cambridge University Press.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Colson, H. L.
(
2002)
Contrast and assimilation in verbal irony.
Journal of Pragmatics, 34(2), 111–142.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Dahlén, M., & Edenius, M.
(
2007)
When is Advertising Advertising? Comparing Responses to Non-Traditional and Traditional Advertising Media.
Journal of Current Issues & Research in Advertising, 29(1), 33–42.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Dancygier, B., & Sweetser, E.
(
2012)
Viewpoint in language: A multimodal perspective. Cambridge University Press.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Desai, R. H., Binder, J. R., Conant, L. L., Mano, Q. R., & Seidenberg, M. S.
(
2011)
The neural career of sensory-motor metaphors.
Journal of Cognitive Neuroscience, 23(9), 2376–2386.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., & R. Wijk, V.
(
2007)
Why pass on viral messages? Because they connect emotionally.
Business Horizons, 50(4), 291–304.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Dolcos, F., LaBar, K. S., & Cabeza, R.
(
2005)
Remembering one year later: Role of the amygdala and the medial temporal lobe memory system in retrieving emotional memories.
Proceedings of the National Academy of Sciences of the United States of America, 102(7), 2626–2631.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Dynel, M.
(
2017)
Academics vs. American scriptwriters vs. academics: A battle over the etic and emic “sarcasm” and “irony” labels.
Language & Communication, 55, 69–87.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Ebbinghaus, H.
(
1913)
Memory: A contribution to experimental psychology. New York, NY: Teachers College Press.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Filik, R., Brightman, E., Gathercole, C., & Leuthold, H.
(
2017)
The emotional impact of verbal irony: Eye-tracking evidence for a two-stage process.
Journal of Memory and Language, 93, 193–202.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Filippova, E.
(
2014)
Developing appreciation of irony in Canadian and Czech discourse.
Journal of Pragmatics, 74, 209–223.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Forceville, C.
(
2008)
Pictorial and multimodal metaphor in commercials. In
B. Phillips and
E. Mc Quarrie (Eds.),
Go figure! New directions in advertising rhetoric (pp. 178–204). Armonk, NY: M.E. Sharpe. Retrieved from
[URL]
Forceville, C.
(
2009)
Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research (19–44).
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Forceville, C. J., & Urios-Aparisi, E.
(
2009)
Multimodal metaphor. Berlin/New York: Mouton de Gruyter.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Gibbs, R. W.
(
2014)
Embodied metaphor. In
J. Littlemore &
J. Taylor (Eds.),
The Bloomsbury Companion to Cognitive Linguistics (pp. 167–184). Bloomsbury.
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Gibbs, R. W.
(
2000)
Irony in Talk Among Friends.
Metaphor and Symbol, 15(1–2), 5–27.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Gibbs, R. W.
(
2001)
Evaluating Contemporary Models of Figurative Language Understanding.
Metaphor and Symbol, 16(3–4), 317–333.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Colston, H. L., & Gibbs, R. W., Jr.
(
2007)
A brief history of irony. In
R. W. Gibbs, Jr. &
H. L. Colston (Eds.),
Irony in language and thought: A cognitive science reader (pp. 3–21). Mahwah NJ: Lawrence Erlbaum Associates Publishers.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Gibbs, R. W., & Izett, C. D.
(
2005)
Irony as Persuasive Communication. In
Figurative language comprehension: Social and cultural influences (pp. 131–151). Mahwah, NJ, US: Lawrence Erlbaum Associates Publishers.
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Giora, R.
(
1995)
On irony and negation.
Discourse Processes, 19(2), 239–264.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Giora, R., Fein, O., Kronrod, A., Elnatan, I., Shuval, N., & Zur, A.
(
2004)
Weapons of Mass Distraction: Optimal Innovation and Pleasure Ratings.
Metaphor and Symbol, 19(2), 115–141.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Gkiouzepas, L., & Hogg, M. K.
(
2011)
Articulating a New Framework for Visual Metaphors in Advertising.
Journal of Advertising, 40(1), 103–120.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Grady, J.
(
1997)
Foundations of meaning: Primary metaphors and primary scenes. Retrieved from
[URL]
Guadagno, R., Muscanell, N., Hardison, S., & Cialdini, R.
(
2013)
The Opinion-Changing Power of Computer-Based Multimedia Presentations The Role of Audience Expertise.
Psychology of Popular Media Culture, 2, 51–60.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Harrison, X. A.
(
2014)
Using observation-level random effects to model overdispersion in count data in ecology and evolution.
PeerJ, 2, e616.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Hidalgo-Downing, L., & Kralievic, B.
Hilbe, J. M.
(
2011)
Negative binomial regression (2nd ed.). Cambridge: Cambridge University Press.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Hsieh, J.-K., Hsieh, Y.-C., & Tang, Y.-C.
(
2012)
Exploring the Disseminating Behaviors of eWOM Marketing: Persuasion in Online Video.
Electronic Commerce Research, 12(2), 201–224.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
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.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Kahneman, D., Knetsch, J. L., & Thaler, R. H.
(
1991)
Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias.
Journal of Economic Perspectives, 5(1), 193–206.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Kaplan, A., & Haenlein, M.
(
2011)
Two hearts in three-quarter time: How to waltz the social media/viral marketing dance.
Business Horizons, 54(3), 253–263.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Khuong, M. N., & Tram, V. N. B.
(
2015)
The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision – A Study in Ho Chi Minh City, Vietnam.
Journal of Economics, Business and Management, 3(5), 524–530.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Lacey, S., Stilla, R., & Sathian, K.
(
2012)
Metaphorically feeling: Comprehending textural metaphors activates somatosensory cortex.
Brain and Language, 120(3), 416–421.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Lagerwerf, L.
(
2007)
Irony and sarcasm in advertisements: Effects of relevant inappropriateness.
Journal of Pragmatics, 39(10), 1702–1721.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Leggitt, J. S., & Gibbs, R. W.
(
2000)
Emotional reactions to verbal irony.
Discourse Processes, 29(1), 1–24.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Li, C.
(
2010)
Primacy effect or recency effect? A long-term memory test of Super Bowl commercials.
Journal of Consumer Behaviour, 9(1), 32–44.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Lichtlé, M.-C.
(
2007)
The effect of an advertisement’s colour on emotions evoked by attitude towards the ad.
International Journal of Advertising, 26(1), 37–62.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Lii, Y., & Sy, E.
(
2009)
Internet Differential Pricing: Effects on Consumer Price Perception, Emotions, and Behavioral Responses.
Comput. Hum. Behav, 25(3), 770–777.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Littlemore, J.
(
2015)
Metonymy: hidden shortcuts in language, thought and communication. Cambridge: Cambridge University Press.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Littlemore, J., & Tagg, C.
(
2018)
Metonymy and Text Messaging: A Framework for Understanding Creative Uses of Metonymy.
Applied Linguistics, 39(4), 481–507.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Loginova, O.
(
2009)
Exposure order effects and advertising competition.
Journal of Economic Behavior & Organization, 71(2), 528–538.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Lucariello, J.
(
1994)
Situational irony: A concept of events gone awry.
Journal of Experimental Psychology: General, 123(2), 129–145.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Majeed, S., Lu, C., & Usman, M.
(
2017)
Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior.
Frontiers of Business Research in China, 11(1), 16.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Maniu, A.-I., & Zaharie, M.-M.
(
2014)
Advertising Creativity – The Right Balance between Surprise, Medium and Message Relevance.
Procedia Economics and Finance, 15, 1165–1172.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Mayer, J. D., Salovey, P., & Caruso, D. R.
(
2008)
Emotional intelligence: New ability or eclectic traits? American Psychologist, 63(6), 503–517.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
McCarthy, M., & Carter, R.
(
2004)
“There’s millions of them”: Hyperbole in everyday conversation.
Journal of Pragmatics, 36(2), 149–184.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
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.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
McQuarrie, E. F., & Phillips, B. J.
(
2005)
Indirect Persuasion in Advertising: How Consumers Process Metaphors Presented in Pictures and Words.
Journal of Advertising, 34(2), 7–20.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Mogaji, E.
(
2015)
Reflecting a diversified country: A content analysis of newspaper advertisements in Great Britain.
Marketing Intelligence & Planning, 33 (6), 908–926.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Morgan, S., & Reichert, T.
(
1999)
The message is in the metaphor: Assessing the comprehension of metaphors in advertisements.
Journal of Advertising, 28(4), 1–12.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Nakagawa, S., & Schielzeth, H.
(
2013)
A general and simple method for obtaining R2 from generalized linear mixed-effects models.
Methods in Ecology and Evolution, 4(2), 133–142.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Ortiz, M. J.
(
2011)
Primary metaphors and monomodal visual metaphors.
Journal of Pragmatics, 43(6), 1568–1580.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Pérez-Sobrino, P.
(
2018)
Cognitive modelling and musical creativity. In:
Z., Csábi (Ed.),
Expressive minds and artistic creations: Studies in cognitive poetics (pp. 101–128). Oxford: Oxford University Press.
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Pérez-Sobrino, P., Littlemore, J., Houghton, D.
(
2018)
The role of figurative complexity in the comprehension and appreciation of advertisements.
Applied Linguistics, 40, 6, 957–991.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Peters, R. G. M., & Bijmolt, T. H. A.
(
1997)
Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects.
Journal of Consumer Research, 23(4), 362–372.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Phelps, E. A.
(
2004)
Human emotion and memory: Interactions of the amygdala and hippocampal complex.
Current Opinion in Neurobiology, 14(2), 198–202.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Phillips, B. J., & McQuarrie, E. F.
(
2004)
Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising.
Marketing Theory, 4(1–2), 113–136.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
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.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Richardson, M. P., Strange, B. A., & Dolan, R. J.
(
2004)
Encoding of emotional memories depends on amygdala and hippocampus and their interactions.
Nature Neuroscience, 7(3), 278–285.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Roese, N. J., & Olson, J. M.
(Eds.) (
1995)
What might have been: The social psychology ofcounterfactual thinking. Mahwah, N.J: Psychology Press.
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Roos, J. M.
(
2014)
Personal marketing appeals: How personality dimensions influence feelings toward emotional images.
International Journal of Economic Practices and Theories, 4(5), 526–533.
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Roozen, I.
(
2013)
The impact of emotional appeal and the media context on the effectiveness of commercials for not-for-profit and for-profit brands.
Journal of Marketing Communications, 19(3), 198–214.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Sebastian, V.
(
2014)
Neuromarketing and Evaluation of Cognitive and Emotional Responses of Consumers to Marketing Stimuli.
Procedia – Social and Behavioral Sciences, 127, 753–757.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Shelley, C.
(
2001)
The bicoherence theory of situational irony.
Cognitive Science, 25(5), 775–818.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Small, D. A., & Verrochi, N. M.
(
2009)
The face of need: Facial emotion expression on charity advertisements.
Journal of Marketing Research, 46(6), 777–787.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Smith, R. E., MacKenzie, S. B., Yang, X., Buchholz, L., & Darley, W. K.
(
2007)
Modeling the determinants and effects of creativity in advertising.
Marketing Science, 26(6), 819–833.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Stayman, D., & Kardes, F.
(
1992)
Spontaneous Inference Processes in Advertising: Effects of Need for Cognition and Self-Monitoring on Inference Generation and Utilization.
Journal of Consumer Psychology, 1(2), 125–142.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Stern, B. B.
(
1990)
Pleasure and Persuasion in Advertising: Rhetorical Irony as a Humor Technique.
Current Issues and Research in Advertising, 12(1–2), 25–42.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Tomey, K.
(
2014)
Using Colour as an Indicator of Mood Induced by Destination Advertisement Music.
International Student Conference in Tourism Research (ISCONTOUR)T 2014., Krems: IMC-University of Applied Sciences Krems and Salzburg University of Applied Sciences, 13.
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Tucker, C. E.
(
2015)
The Reach and Persuasiveness of Viral Video Ads.
Marketing Science, 34, 2, 281–296.
Utsumi, A.
(
2000)
Verbal irony as implicit display of ironic environment: Distinguishing ironic utterances from nonirony.
Journal of Pragmatics, 32(12), 1777–1806.
![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Yu, N.
(
2009)
Nonverbal and multimodal manifestations of metaphors and metonymies: A case study. In:
C. Forceville,
E. Uriós-Aparisi (eds.)
Multimodal metaphor (pp. 119–144). Berlin/New York: Mouton de Gruyter.
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Secondary sources: Advertisements
Figure 1. Old Spice – Watermelon.
Figure 2. Dove – Choose beautiful.
Figure 3. AirNZSafety – An Unexpected Briefing.
Figure 4. The new ŠKODA Fabia Attention Test.
Figure 5. Evian – Baby Me.
Figure 6. LG – So Real it’s Scary.
Figure 7. LG – Gamblerz Crew.
Figure 8. Doritos – Ultrasound.
Figure 9. Pepsi Zero – Snoop Dogg.
Cited by
Cited by 1 other publications
Hidalgo-Downing, Laura & Niamh A. O’Dowd
2023.
Code Red for Humanity: Multimodal Metaphor and Metonymy in Noncommercial Advertisements on Environmental Awareness and Activism.
Metaphor and Symbol 38:3
► pp. 231 ff.
![DOI logo](//benjamins.com/logos/doi-logo.svg)
This list is based on CrossRef data as of 28 june 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers.
Any errors therein should be reported to them.