Across the multiple studies investigating the use of metaphor and figurative language in advertising with our creative partners, we have found that adverts that require higher levels of conceptual work, use metaphorical action in the campaign narrative, and engage creative rather than conventional metaphors were more likely to provoke a call to action from consumers, increase website traffic and social media engagement, evoke sensorimotor responses from consumers that improve their ability to understand, appreciate, and empathise with the campaign.
Addressing target audiences and expressing needs
- Grants and Subsidies
- Business partners – SMEs, Entrepreneurs, Large Corporations
- Marketing Mentoring or Coaching
- I/we wish to transfer my/our IPR to an interested party
- Expanding to more markets /finding new customers
Agencies and organisations that are interested in collaborating with researchers to explore how metaphor, figurative language, and creativity can improve the communication of campaigns, specifically for non-profit organisations that help others and aim to improve standards in society.
- Public or private funding institutions
- Other Actors who can help us fulfil our market potential
- Research and Technology Organisations
- Private Investors
