How language and image construct synaesthetic metaphors in print advertising

Image of a pastiche of different words

There are many types of messages that have the ability to strike a chord in the hearts of consumers. Sensory marketing does so by triggering multiple sensory regions of the brain to increase the chances of an advertisement being remembered. This article analyzes cases of synaesthesia, or the combination of multiple sensory components in a single ad or statement (like golden melody or cool color). In the context of metaphorical advertisements, using synaesthesia is likely to trigger positive emotional responses. With a message like “music to your mouth” combined with a visual metaphor of an instrument shaped like a candy, the consumer is likely to evoke a strong image using multiple sensory domains. Read the article below to familiarize yourself with the distinctions of this exciting domain of marketing, so you are able to identify and use the patterns in print advertising.

Publication: 
Visual Communication
Author: 
Marianna Bolognesi, Francesca Lievers
Document Type: 
Research
Paywall: 
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