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Performing Metaphoric Creativity across Modes and Contexts
Edited by Laura Hidalgo-Downing and Blanca Kraljevic Mujic
[Figurative Thought and Language 7] 2020
► pp. 119–152

Chapter 6
What makes an advert go viral?

The role of figurative operations in the success of Internet videos

 | Universidad de La Rioja, Spain
 | University of Birmingham, UK
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.
Keywords: metaphor, metonymy, advertising, creativity, hyperbole, understatement, irony
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
Published online: 29 May 2020
DOI logo
https://doi.org/10.1075/ftl.7.06per
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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.
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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

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