| Abstract [eng] |
Rapidly growing offer of the goods stipulates usage of metaphors in advertisements. This one of the most stylistic means by marketing specialists is called the instrument forming thoughts and practice of the marketing. If consumers successfully perceive metaphor, advertising can reach an additional effect, that depends, how consumers accept benefit and cultural meaning. Metaphors encourage deeper levels of discussion of meaning, so it is very important to research, how consumer perceive advertisemets point. Perception of metaphors is very significant variable in studying of metaphors in advertisiments – in order to advertisement message would be effective, advertisement metaphor should be understood by it intended objective audience at the minimum. This study object - metaphors in advertising. The tasks of the study are to do academic studies of perception of metaphorical advertisement, by evaluating the elements influencing perception. Also, research, do the consumers view methaphors in the given advertisements. Which elements do the most influence of their perception? Do consumers prefer metaphorical ads, or direct? The study research has demonstrated that, methapors in consumers brains are in the right side, so according G.Zaltman, emocions do influence in perceptions of metaphorical ads. Quantitative analysis shows, that majority of consumers viewed ads are searching additional, figuratively or hidden encoded meaning. Metaphorical ads perceive all consumers, only the level of perception is different. By the opinion of the consumer, they do perceive metaphorical advertisements, and tink, that they are an effective tool reaching to interest the target audience. The consumers think, that the most influence of perception do firsthand experience, culturce/ tradicions/ stereotype, values and emotions. The study research also has demonstrated that metaphorical ads are dependented on historic and custom culture of particular country.Creating metaphorical promotional message, recommended to encode emotional significant elements, that later identifying through consumers firsthand experience and culture would reach the target audience and bring results. |
