Use of metaphors in commercials

The objective of this study is, in general, to determine the reasons why metaphorsare preferred by the advertisers and to reveal whether people can understand thesemetaphors as intended by them. For this purpose, first, the metaphor-includedadvertisements shown on television in 2007 were determined. Following this, 21advertisements agreed on by 5 coders were selected for the study. Interviews wereheld with people who were among the creators of the advertisements, or with thecreative directors, as well as with those who watched these advertisements. Theinterviews revealed the views and thoughts about the advertisements and about themetaphors used in these advertisements.This study is a case study which reveals the situation (document-advertisementanalysis)and the thoughts and perceptions (thoughts of advertisers about metaphorsand perceptions of the audience). The model of this descriptive research is a casestudy. The research data were gathered through in-depth interviews held with theadvertisers and the viewers.The data collection of the study included three phrases. In the first phase, theadvertisements to be used in the study were determined with the use of ?a form fordetermining metaphor-included advertisements.? The study employed metaphorincludedadvertisements approved by all the coders. In the second phase, semistructuredinterviews were held with 13 advertisers who were the creators of theadvertisements selected. Lastly, semi-structured interviewed with 11 viewers toreveal if the metaphors used in the advertisements were understood as intended byivthe advertisers and to determine what emotional associations the 11 viewers made intheir minds. The analyses regarding both of the interviews were carried out based onthe purposes of the study and on the interview questions.According to the results of the study, three out of four metaphor-includedadvertisements were those adapted to the conditions in Turkey. In other words, theadvertisements regarding most of the foreign trademarks in Turkey were eitherprepared by foreign advertising agents or produced in the centers found in othercountries. Changes made on these advertisements before broadcast included thetranslation of the texts and dialogues without causing any change on the visuals. Animportant indicator of an understandable and effective metaphor is that it should beunderstood in the context of the advertisement. It was seen that both the producersand the viewers agreed on the promises of the 4 advertisements and the appeal of the5 advertisements.The metaphors used in the advertisements studied were mostly structured onsexuality, delight, happiness, entertainment, quality, self-expression, love andsweetness. The meanings of the metaphors and the related emotional associationsdrawn by the viewers were similar to those of the advertisers for most of theadvertisements used in the study. The findings regarding the thoughts of advertisersabout metaphors demonstrated that most advertisers prefer using metaphors and thatmetaphors cause viewers to fancy the advertisement, to have good feelings for theadvertisement and to watch the advertisement later on again.