Role of visual structure and visual context in advertising.

This study looks at how customers' reactions to a brand crisis are influenced by the
interaction between the norm type of the consumer-brand relationship (communal vs.
exchange norm) and the apology style (emotional vs. informational apology). Results indicate
that an informational apology performed better in a consumer-brand relationship with an
exchange norm than an emotional apology. The efficiency of visual metaphors is examined in
this study in relation to figurativeness and conceptual tension. It suggests that both the visual
structure and the visual context are responsible for the level of figurativeness. In both low and
high conceptual tension settings, an experimental study was done to compare the
effectiveness of contextual fusion versus contextual replacement. The findings indicated a
relationship between the type of metaphor and conceptual conflict. Contextual fusion
metaphors are more artistic, funnier, and produce more positive ad attitudes than simple
fusion and contextual replacement when conceptual tension is low. Simple fusion metaphors
are more artistic, funnier, and produce more positive ad attitudes than contextual fusions
when conceptual tension is strong. and to adopt a mindset.
To aid in online decision-making, web-based firms produce numerous product
recommendation labels. This research shows across three experiments that ranking-based
recommendation labels boost e-shoppers' belief in quality evaluation and elicit a stronger
readiness to pay compared to non-ranking-based suggestion labels. This effect is moderated
by perceived product differences and consistency among consensus qualities. The results
show that in order to maximise their future revenues, online retailers should employ a multi-
layer, diverse recommendation system and ranking-based recommendations for high profit-
margin products.
Keywords : visual metaphor, communication, advertising appeal, attractiveness.