The creativity of figurative messaging in advertising: a collaborative investigation into its application and measurement of success in real-world adv

隐喻、换喻、夸张和反语传达的形象信息在创造力上各不相同。根据最优创新假设（Giora et al.，2004年），最佳创造性的比喻信息可以引起更有利的消费者的反应比文字，传统的，或高度创造性的消息。然而，一些研究人员认为，创造力并不是成功的关键，并建议不同类型的比喻信息诱导不同的消费者反应（例如Callister & Stern，2007; Burgers等人，2015; Pérez-Sobrino & Littlemore，in press）.通过将最佳创新假说、概念隐喻理论（Lakoff &约翰逊，1980）与创造力辩论联系起来，我提出了这样一个问题：比喻信息在其创造力水平上是如何变化的？这些信息如何有效地与消费者产生共鸣？与大猫营销和通信机构合作，我建议分三个阶段解决该项目的研究问题。首先，分析Big Cat档案中特定产品的广告将识别特定类型的比喻信息模式。第二，进行一系列实验，在这些实验中，我向参与者展示包含比喻信息的广告，这些信息在含义、形式和创造力水平方面各不相同，并要求参与者解释、评价和回忆它们，这将衡量比喻信息如何影响沟通的有效性、消费者的态度和活动的记忆力。第三，发布对消费者产生积极影响的广告，并衡量参与度和销售额，将确定广告中创意形象信息的最有效用途。混合方法将：（a）定性地探索比喻性消息传递的传统意义与创造性意义，以及（B）定量地测量它们的有效性、可记忆性，并与消费者产生共鸣，以促进我们对创意的理解，并帮助定义大猫的创意清晰度模型。（探索广告中的多模态隐喻（和转喻））与大猫项目获得了伯明翰邮报的年度合作伙伴奖（2018年）.为了这个项目，我设计并进行了实验，使用眼动跟踪，皮肤电测量，访谈和调查，以分析消费者对隐喻和转喻的反应在广告与R统计编程和语料库软件。我通过在伯明翰大学语言学实验室，语料库语言学暑期学校（2017年）和语言学家统计暑期学校（2018年）工作接受了培训。我的学士学位论文多模态隐喻和转喻在移动的phoneadvertising，其中获得了英语语言研究项目奖（2017年），和MA的研究论文的颜色和形状的视觉语言在智能手机应用程序图标，奠定了我的理论基础的合作博士奖。

Metaphor, metonymy, hyperbole, and irony convey figurative messages that can vary in creativity. According to the Optimal Innovation Hypothesis (Giora et al., 2004), optimally creative figurative messaging can elicit more favourable consumer responses than literal, conventional, or highly creative messages. However, some researchers argue that creativity is not crucial to success, and suggest that different types of figurative messages induce different consumer responses (e.g. Callister & Stern, 2007; Burgers et al., 2015; Pérez-Sobrino & Littlemore, in press). Making connections between the Optimal Innovation Hypothesis, Conceptual Metaphor Theory (Lakoff & Johnson, 1980), and the creativity debate, I ask: how do figurative messages vary in their levels of creativity, and how do these messages resonate effectively with consumers?Collaborating with Big Cat Marketing and Communications Agency, I propose to address the project's research questions in three stages. First, analysing advertisements from Big Cat's archives for specific products will identify genre-specific patterns of figurative messaging. Second, conducting a series of experiments in which I present participants with advertisements containing figurative messages that vary in terms of meaning, form, and level of creativity, and ask participants to interpret, rate, and recall them, will measure how figurative messaging can impact the effectiveness of communication, consumer attitude, and campaign memorability. Third, distributing advertisements that favourably impactconsumers, and measuring engagement and sales, will identify the most effective uses of creative figurative messaging in advertising. A mixed-methods approach will: (a) qualitatively explore conventional versus creative meanings of figurative messaging, and (b) quantitatively measure their effectiveness, memorability, and resonance with consumers to advance our understanding of creativity and help define Big Cat's creative clarity model.My work on the EMMA (Exploring Multimodal Metaphor (and Metonymy) in Advertising) project with Big Cat received the Birmingham Post's Partnership of the Year award (2018). For the project, I designed and conducted experiments using eye-tracking, electro-dermal measurements, interviews, and surveys to analyse consumer responses to metaphor and metonymy in advertising with R statistical programming and corpus software. I have received training through working at the University of Birmingham's Linguistics Laboratory, Corpus Linguistics Summer School (2017), and Statistics Summer School for Linguists (2018). My Bachelor's dissertation on multimodal metaphor and metonymy in mobile phoneadvertising, which received the English Language Research Project Prize (2017), and MA by Research thesis on the visual language of colour and shape in smartphone app icons, has laid my theoretical grounding for the Collaborative Doctoral Award.