Metaphor and multisensoriality drive appreciation in print advertising: an experimental study of visual and linguistic synaesthetic metaphors

The use of metaphors, whether linguistic or visual, has been shown to enhance advertisement effectiveness, and sensory marketing research highlights the positive effects of appealing to consumers’ sensory perception. Synaesthetic metaphors, which involve metaphor and sensory experiences, are ideal for studying the effects of both metaphor and (multi)sensory cues in advertisements. We experimentally tested the hypothesis that the presence of (linguistic and/or visual) metaphor and the evocation of multiple senses will enhance advertisement appreciation and the intention to purchase the advertised product. We manipulated eight print advertisements, each of which was presented in the following conditions: (1) visual and linguistic synaesthetic metaphor; (2) linguistic but no visual synaesthetic metaphor; (3) visual but no linguistic synaesthetic metaphor; and (4) neither visual nor linguistic synaesthetic metaphor. Each advertisement was also rated for its multisensoriality, that is, its association with the five basic senses. Results partly supported the hypothesis, showing that advertisements with both visual and linguistic synaesthetic metaphors and those perceived as more multisensory were most appreciated. However, purchase intentions were not influenced by either metaphor or multisensoriality. This indicates that higher aesthetic appreciation does not necessarily translate into higher purchase intentions, suggesting the need for further research into additional influencing factors.