Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses

Wafa Chakroun

doi:doi:10.11648/j.ijalt.20210703.13

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Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses

Wafa Chakroun

Published in International Journal of Applied Linguistics and Translation (Volume 7, Issue 3)

Received: 25 July 2021 Accepted: 23 August 2021 Published: 31 August 2021

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Abstract

This study examines the use of visual metaphor on marginalized groups in print advertisements and its impact on the viewers’ responses; namely, on the brand evaluation and on the viewers’ negative emotions. To this end, a questionnaire was distributed to a sample of 70 respondents who saw four advertisements two of which included marginalized models without any visual metaphor cues, while in the two other commercials visual metaphors were added on the marginalized models. The main findings show that respondents reacted positively towards the use of marginalized models used without visual metaphor. However, their reactions were unfavorable and showed more negative emotions towards advertisements using metaphorical visualization on marginalized groups. These results highlight that diversity and non-standardization are welcomed in advertisements as long as the viewers’ schemas are not violated. Put differently, viewers’ negative emotions and unfavorable brand evaluation were due to the use of visual metaphor on marginalized groups which violated their schemas and evoked messages of racism, inequality and injustice. Henceforth, this study suggests that using visual metaphor on marginalized groups should be dealt with carefully, especially when companies aim to gain higher retention rate and brand awareness. Indeed, they should take into consideration several aspects such as historical, social, political and cultural factors when using visual metaphor on marginalized portrayals in order not to deviate the target audience.

Published in	International Journal of Applied Linguistics and Translation (Volume 7, Issue 3)
DOI	10.11648/j.ijalt.20210703.13
Page(s)	96-108
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

Visual Metaphor, Marginalized Groups, Advertisements, Viewers’ Responses

References

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APA Style

Wafa Chakroun. (2021). Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses. International Journal of Applied Linguistics and Translation, 7(3), 96-108. https://doi.org/10.11648/j.ijalt.20210703.13

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ACS Style

Wafa Chakroun. Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses. Int. J. Appl. Linguist. Transl. 2021, 7(3), 96-108. doi: 10.11648/j.ijalt.20210703.13

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AMA Style

Wafa Chakroun. Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses. Int J Appl Linguist Transl. 2021;7(3):96-108. doi: 10.11648/j.ijalt.20210703.13

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@article{10.11648/j.ijalt.20210703.13,
  author = {Wafa Chakroun},
  title = {Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses},
  journal = {International Journal of Applied Linguistics and Translation},
  volume = {7},
  number = {3},
  pages = {96-108},
  doi = {10.11648/j.ijalt.20210703.13},
  url = {https://doi.org/10.11648/j.ijalt.20210703.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijalt.20210703.13},
  abstract = {This study examines the use of visual metaphor on marginalized groups in print advertisements and its impact on the viewers’ responses; namely, on the brand evaluation and on the viewers’ negative emotions. To this end, a questionnaire was distributed to a sample of 70 respondents who saw four advertisements two of which included marginalized models without any visual metaphor cues, while in the two other commercials visual metaphors were added on the marginalized models. The main findings show that respondents reacted positively towards the use of marginalized models used without visual metaphor. However, their reactions were unfavorable and showed more negative emotions towards advertisements using metaphorical visualization on marginalized groups. These results highlight that diversity and non-standardization are welcomed in advertisements as long as the viewers’ schemas are not violated. Put differently, viewers’ negative emotions and unfavorable brand evaluation were due to the use of visual metaphor on marginalized groups which violated their schemas and evoked messages of racism, inequality and injustice. Henceforth, this study suggests that using visual metaphor on marginalized groups should be dealt with carefully, especially when companies aim to gain higher retention rate and brand awareness. Indeed, they should take into consideration several aspects such as historical, social, political and cultural factors when using visual metaphor on marginalized portrayals in order not to deviate the target audience.},
 year = {2021}
}

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TY  - JOUR
T1  - Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses
AU  - Wafa Chakroun
Y1  - 2021/08/31
PY  - 2021
N1  - https://doi.org/10.11648/j.ijalt.20210703.13
DO  - 10.11648/j.ijalt.20210703.13
T2  - International Journal of Applied Linguistics and Translation
JF  - International Journal of Applied Linguistics and Translation
JO  - International Journal of Applied Linguistics and Translation
SP  - 96
EP  - 108
PB  - Science Publishing Group
SN  - 2472-1271
UR  - https://doi.org/10.11648/j.ijalt.20210703.13
AB  - This study examines the use of visual metaphor on marginalized groups in print advertisements and its impact on the viewers’ responses; namely, on the brand evaluation and on the viewers’ negative emotions. To this end, a questionnaire was distributed to a sample of 70 respondents who saw four advertisements two of which included marginalized models without any visual metaphor cues, while in the two other commercials visual metaphors were added on the marginalized models. The main findings show that respondents reacted positively towards the use of marginalized models used without visual metaphor. However, their reactions were unfavorable and showed more negative emotions towards advertisements using metaphorical visualization on marginalized groups. These results highlight that diversity and non-standardization are welcomed in advertisements as long as the viewers’ schemas are not violated. Put differently, viewers’ negative emotions and unfavorable brand evaluation were due to the use of visual metaphor on marginalized groups which violated their schemas and evoked messages of racism, inequality and injustice. Henceforth, this study suggests that using visual metaphor on marginalized groups should be dealt with carefully, especially when companies aim to gain higher retention rate and brand awareness. Indeed, they should take into consideration several aspects such as historical, social, political and cultural factors when using visual metaphor on marginalized portrayals in order not to deviate the target audience.
VL  - 7
IS  - 3
ER  -

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Author Information

Wafa Chakroun

Institute of Higher Commercial Studies of Sfax (IHECS), University of Sfax, Sfax, Tunisia

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Plain Text BibTeX RIS

APA Style

Wafa Chakroun. (2021). Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses. International Journal of Applied Linguistics and Translation, 7(3), 96-108. https://doi.org/10.11648/j.ijalt.20210703.13

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ACS Style

Wafa Chakroun. Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses. Int. J. Appl. Linguist. Transl. 2021, 7(3), 96-108. doi: 10.11648/j.ijalt.20210703.13

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AMA Style

Wafa Chakroun. Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses. Int J Appl Linguist Transl. 2021;7(3):96-108. doi: 10.11648/j.ijalt.20210703.13

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@article{10.11648/j.ijalt.20210703.13,
  author = {Wafa Chakroun},
  title = {Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses},
  journal = {International Journal of Applied Linguistics and Translation},
  volume = {7},
  number = {3},
  pages = {96-108},
  doi = {10.11648/j.ijalt.20210703.13},
  url = {https://doi.org/10.11648/j.ijalt.20210703.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijalt.20210703.13},
  abstract = {This study examines the use of visual metaphor on marginalized groups in print advertisements and its impact on the viewers’ responses; namely, on the brand evaluation and on the viewers’ negative emotions. To this end, a questionnaire was distributed to a sample of 70 respondents who saw four advertisements two of which included marginalized models without any visual metaphor cues, while in the two other commercials visual metaphors were added on the marginalized models. The main findings show that respondents reacted positively towards the use of marginalized models used without visual metaphor. However, their reactions were unfavorable and showed more negative emotions towards advertisements using metaphorical visualization on marginalized groups. These results highlight that diversity and non-standardization are welcomed in advertisements as long as the viewers’ schemas are not violated. Put differently, viewers’ negative emotions and unfavorable brand evaluation were due to the use of visual metaphor on marginalized groups which violated their schemas and evoked messages of racism, inequality and injustice. Henceforth, this study suggests that using visual metaphor on marginalized groups should be dealt with carefully, especially when companies aim to gain higher retention rate and brand awareness. Indeed, they should take into consideration several aspects such as historical, social, political and cultural factors when using visual metaphor on marginalized portrayals in order not to deviate the target audience.},
 year = {2021}
}

Copy | Download

TY  - JOUR
T1  - Metaphorical Visualization of Marginalized Groups in Advertisements and Its Impact on the Viewers’ Responses
AU  - Wafa Chakroun
Y1  - 2021/08/31
PY  - 2021
N1  - https://doi.org/10.11648/j.ijalt.20210703.13
DO  - 10.11648/j.ijalt.20210703.13
T2  - International Journal of Applied Linguistics and Translation
JF  - International Journal of Applied Linguistics and Translation
JO  - International Journal of Applied Linguistics and Translation
SP  - 96
EP  - 108
PB  - Science Publishing Group
SN  - 2472-1271
UR  - https://doi.org/10.11648/j.ijalt.20210703.13
AB  - This study examines the use of visual metaphor on marginalized groups in print advertisements and its impact on the viewers’ responses; namely, on the brand evaluation and on the viewers’ negative emotions. To this end, a questionnaire was distributed to a sample of 70 respondents who saw four advertisements two of which included marginalized models without any visual metaphor cues, while in the two other commercials visual metaphors were added on the marginalized models. The main findings show that respondents reacted positively towards the use of marginalized models used without visual metaphor. However, their reactions were unfavorable and showed more negative emotions towards advertisements using metaphorical visualization on marginalized groups. These results highlight that diversity and non-standardization are welcomed in advertisements as long as the viewers’ schemas are not violated. Put differently, viewers’ negative emotions and unfavorable brand evaluation were due to the use of visual metaphor on marginalized groups which violated their schemas and evoked messages of racism, inequality and injustice. Henceforth, this study suggests that using visual metaphor on marginalized groups should be dealt with carefully, especially when companies aim to gain higher retention rate and brand awareness. Indeed, they should take into consideration several aspects such as historical, social, political and cultural factors when using visual metaphor on marginalized portrayals in order not to deviate the target audience.
VL  - 7
IS  - 3
ER  -

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