Advertisements that use Metaphors- 5b
Metaphors are commonly used in adverts, they are way of making the advert more exciting for the audience and is also a way of describing what the advert is about using the breakdown of a metaphor for example the 'source domain' this is being used to help describe something else, the target domain other known as the tenor which is what is being described. (Lakoff & Johnson 1980) explained how metaphors are used in the world everyday, they don't just shape the communication they shape also the way we think and the way we act as well. The most common example (Lakoff & Joshnson 1980) used was that 'argument is war' its the way we view an argument as a type of war or as a battle that has to be won. These theories have now being used in advertising as a way to show the brands USP to the audience in a different way.
The first advert looked at is that used by 'Mitsubishi' as they launched their new model the 'instinct'. When looking at the tenor of the advert we can see that the company are advertising the new vehicle and the components such as the engine and stability. As we review the source domain it is clear to see that the brand has used the metaphor of a rhino to show the components of the vehicle. (Ang & Lim 2006) focus on the product perception and the product personality as we can see through this advert with the personality of the car being strong, durable and aggressive very much like the rhino. (McQuarrie & Phillips 2005) observed that consumers are more receptive and positive when shown a metaphoric advert. The advert shown here is obviously showing a different way of advertising the car to the audience. Zaltman (1995) said 'without metaphors we cant imagine, they are the engines of imagination' Mitsubishi have attempted to create a sense of imagination to the audience to pretend when in the car they are tough, aggressive and hard working.
This next advert is from the 'American Red Cross' the metaphor behind this advert is a lot more powerful. It shows the association of piggy banks and that we imagine them to be full of money, the message that the Red Cross have portrayed here is that the piggy bank is empty and they aren't receiving enough donations making the consumer guilty and giving them more incentive to donate money. (Toncar & Munch 2001) believe metaphor adverts give more perceptive explanation than literal adverts. An image like the piggy bank the Red Cross has used strikes quicker than lots of words as its a powerful image taking up the advert with a white background which will automatically strike the consumer. (McInnis 2004) believes that metaphors in adverts generate more thoughts. From this advert it is clear that the consumer will think a lot more through a powerful image than a lot of text. (Desmet & Hackett 2007) talk about how the consumers perceive and experience products such as customer research. This company have obviously seen that their aren't enough of an audience donating which is why the metaphor of the empty piggy bank has been used powerful and effective.
Reviewing both the adverts they use metaphors in different ways to engage the audience. Mitsubishi use a lot of techniques said by (Ang & Lim 2006) using the rhino as a product personality while the American Red Cross emphasise more of a message to the audience with the theory of (Toncar & Munch 2001) as they opt for an image of an empty piggy bank more than using words a technique which many companies use now to send a message to the audience.
Task 2- New advert for existing brand
Adidas-'Impossible is Nothing'
I've have used the image of a frog ballet dancing to highlight the metaphor used in this advert. Adidas's USP is that 'impossible is nothing' by using this image it shows the customer that anything is achievable and that nothing is impossible to do.
Reference List
Lakoff, G. and Johnson, M. (1980). Metaphors we live by. Chicago: University of Chicago Press.
Ang, S. and Lim, E. (2006). The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes. Journal of Advertising, 35(2), pp.39-53.
McQuarrie and Phillips.(2005). The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes. Journal of Advertising, 35(2), pp. 40-41
Zaltman.(1995). The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes. Journal of Advertising, 35(2), pp. 40-41
Files1.coloribus.com, (2015). [online] Available at: http://files1.coloribus.com/files/adsarchive/part_1304/13047855/file/mitsubishi-pajero-rhino-small-53977.jpg [Accessed 13 May 2015].
Toncar &Munch. (2001). The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes. Journal of Advertising, 35(2), pp. 40-41
McInnis, D. J. (2004). Crystal Clear Concepts: Using Metaphors to Expand Dimensional Thinking. ACR News, (Winter), 1–4.
Walpuski, S. (2010) Desmet & Hackett (2007). The influence of functional and symbolic metaphors on product perception . The influence of functional and symbolic metaphors on product perception . 1 (1), 4.
Worth1000.com, (2015). Ballerina Frog - Worth1000 Contests. [online] Available at: http://www.worth1000.com/entries/691744/ballerina-frog [Accessed 13 May 2015].
