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| Author: | Spears, N. |
| Title: | On The Use of Time Expressions in Promoting Product Benefits The Metaphoric and the Literal |
| Journal: | Journal of Advertising
2003 : SUMMER, VOL. 32:2, p. 33-44 |
| Index terms: | ADVERTISING ADVERTISING RESEARCH MODELS TIME STUDY TIME |
| Language: | eng |
| Abstract: | The purpose of this study is to investigate how the theme of time is used to advertise product benefits by providing a framework that integrates literal expression and relational/nominative, dead/alive metaphors. The model proposes that the linguistic field is composed of metaphoric and literal words that express wider or narrower ranges of inferences and implications. The findings suggest that advertisers use proportionately more psychosocial than functional benefits with metaphoric time expressions, whereas proportionately more functional benefits are likely to be associated with literal expressions. Finally, guidelines are offered for the use of time metaphors in conveying product benefits. |
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