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

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.