Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×
  1. Home
  2. Search

Refine search

Refine search

Access:
Content type:
Publication date:
Apply   From and To filters
Subject: Show more
Journals Show more
Publishers: Show more
Societies Show more
Series: Show more
Collections: Show more

Actions for selected content:

Select all | Deselect all
  • View selected items
  • Export citations
  • Download PDF (zip)
  • Save to Kindle
  • Save to Dropbox
  • Save to Google Drive

Save Search

You can save your searches here and later view and run them again in "My saved searches".

Please provide a title, maximum of 40 characters.
Cancel
×

1 results

  • 10 - Having Fun with His Custard Factory?

  • from Part II - Empirical Studies
  • Paula Pérez Sobrino, Jeannette Littlemore, University of Birmingham, Samantha Ford, University of Birmingham
  • Book:
    Unpacking Creativity
    Published online:
    14 August 2021
    Print publication:
    02 September 2021, pp 223-246

  • Summary

    Chapter 10 reports the impact of the authors’ work on the success of three advertising campaigns and rebranding projects that were developed by an advertising agency. The chapter demonstrates how research into the optimal use of figurative messaging in advertising campaigns and rebranding exercises can lead to increased effectiveness, measured using industry criteria as well academic criteria. The chapter identifies practical ways of fostering the right amount of cognitive effort on the part of the reader. In some cases, this involves manipulating the text, and in others it involves adjusting the level of content-richness in the image. The chapter shows how a partnership between academics and advertising practitioners can further the theoretical understanding of the ways in which figurative language is processed and the factors that are likely to render it both effective and affective.