Meaning Chasing Kiddies: Children-s Perception of Metaphors Used in Printed Advertisements
Today-s children, who are born into a more colorful,
more creative, more abstract and more accessible communication
environment than their ancestors as a result of dizzying advances in
technology, have an interesting capacity to perceive and make sense
of the world. Millennium children, who live in an environment where
all kinds of efforts by marketing communication are more intensive
than ever are, from their early childhood on, subject to all kinds of
persuasive messages. As regards advertising communication, it
outperforms all the other marketing communication efforts in
creating little consumer individuals and, as a result of processing of
codes and signs, plays a significant part in building a world of seeing,
thinking and understanding for children. Children who are raised with
metaphorical expressions such as tales and riddles also meet that fast
and effective meaning communication in advertisements.
Children-s perception of metaphors, which help grasp the “product
and its promise" both verbally and visually and facilitate association
between them is the subject of this study. Stimulating and activating
imagination, metaphors have unique advantages in promoting the
product and its promise especially in regard to print advertisements,
which have certain limitations. This study deals comparatively with
both literal and metaphoric versions of print advertisements
belonging to various product groups and attempts to discover to what
extent advertisements are liked, recalled, perceived and are
persuasive. The sample group of the study, which was conducted in
two elementary schools situated in areas that had different socioeconomic
features, consisted of children aged 12.
[1] B, Ranjbarian S, Fathi, Z, Shekarchizade, "Age Influence on Information
Processing of TV Advertisement Messages by the Elementary students",
European Journal of Economics, Finance and Administrative Sciences,
Issue 23,p. 76- 86, 2010.
[2] A, Bartholome. & S, O-Donohoe "Everything Under Control: A Child-s
Eye View of Advertising", Journal of Marketing Management, 19:3-4, p.
433-457, 2003
[3] G, Lakoff & M, Johnson, Metaforlar: hayat, anlam ve dil, (Çev.
GökhanYavuz Demir), Paradigma Yay─▒nlar─▒, ─Éstanbul, 2005
[4] E.F, Mcquarrie, "How Does an Advertisement Mean: Cue, Claim,
Metaphor, Resonance?: Discussant-s Comments", Advances in
Consumer Research, Vol.17 , p. 658-661, 1990.
[5] J, Berger, Görme Bi├ºimleri, ├çev: Yurdanur Salman, Metis Yay─▒nlar─▒,
─Éstanbul, 1990.
[6] J, Willamson, Reklamların Dili, (Çev. Ahmet Fethi), Ütopya Yayınevi,
Ankara, 2000.
[7] M, Elden, ├û, Ulukök, & S, Yeygel, Simdi Reklamlar, ─Életisim Yay─▒nlar─▒,
─Éstanbul, 2005.
[8] G, Burton, Gör├╝nenden Fazlas─▒, Alan Yay─▒nc─▒l─▒k, ─Éstanbul, 1995.
[9] E, G├╝rel, & U, Bak─▒r, "Imgeden Zihne Giden Yol ve Bir Reklam
Gurusu: Leo Burnett", P─É Dergisi, Vol. 6, No. 19, p. 40- 59, 2007.
[10] D, Pawlowski, D.M, Badzinski and N, Mitchell, "Effects of Metaphors
on Children's Comprehension and Perception of Print Advertisements",
Journal of Advertising, Vol. 27 /2, p. 83 -98, 1998.
[11] G, Zaltman, & R.H, Coulter, "Seeing the Voice of the Customer:
Metaphor-Based Advertising Research", Journal Of Advertising
Research, Vol. 35, No. 4, July, p. 35- 51, 1995.
[12] U, Bat─▒, "Reklam Dilinin Sözdizimsel Nitelikleri ├£zerine Bir ─É├ºerik
Analizi", Journal of Qafqaz University, No 12, Fall, p. 97- 108, 2003.
[13] G, Zaltman, Tüketici Nasıl Düsünür? (How Customer Think?), Çev.
Semih Koç, Media Cat Kitapları, Đstanbul, 2003.
[14] K, Connor, & N, Kogan, "Topic-vehicle relations in metaphor: The
issue of asymmetry", Cognition and figurative language, R. P. Honeck &
R. R. Hoffman (Eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
p.283-308, 1980.
[15] N, Kogan, & M, Chadrow, Children's comprehension of metaphor in the
pictorial and verbal modality. International Journal of Behavioral
Development, Vol. 9, p. 285-295, 1986.
[16] C, Forceville, Pictorial Metaphor in Advertising, Routledge, New York,
1996.
[17] D, Sperber, & D, Wilson, Relevance: Communication and Cognition,
Blackwell, Oxford, 1995.
[18] A, Aeker, & D.M, Stayman, Measuring Audience Perceptions Of
Commercials and Relating Them To Ad Impact, Journal Of Advertising
Research, Vol. 30, p.7-17, 1990.
[19] A.L, Biel, & C.A, Bridgewater, Attributes of Likeable Television
Commercials. Journal of Advertising Research, Vol.30 (3), p. 38-44,
1990.
[20] www.tuik.gov.tr (11.03.2013)
[1] B, Ranjbarian S, Fathi, Z, Shekarchizade, "Age Influence on Information
Processing of TV Advertisement Messages by the Elementary students",
European Journal of Economics, Finance and Administrative Sciences,
Issue 23,p. 76- 86, 2010.
[2] A, Bartholome. & S, O-Donohoe "Everything Under Control: A Child-s
Eye View of Advertising", Journal of Marketing Management, 19:3-4, p.
433-457, 2003
[3] G, Lakoff & M, Johnson, Metaforlar: hayat, anlam ve dil, (Çev.
GökhanYavuz Demir), Paradigma Yay─▒nlar─▒, ─Éstanbul, 2005
[4] E.F, Mcquarrie, "How Does an Advertisement Mean: Cue, Claim,
Metaphor, Resonance?: Discussant-s Comments", Advances in
Consumer Research, Vol.17 , p. 658-661, 1990.
[5] J, Berger, Görme Bi├ºimleri, ├çev: Yurdanur Salman, Metis Yay─▒nlar─▒,
─Éstanbul, 1990.
[6] J, Willamson, Reklamların Dili, (Çev. Ahmet Fethi), Ütopya Yayınevi,
Ankara, 2000.
[7] M, Elden, ├û, Ulukök, & S, Yeygel, Simdi Reklamlar, ─Életisim Yay─▒nlar─▒,
─Éstanbul, 2005.
[8] G, Burton, Gör├╝nenden Fazlas─▒, Alan Yay─▒nc─▒l─▒k, ─Éstanbul, 1995.
[9] E, G├╝rel, & U, Bak─▒r, "Imgeden Zihne Giden Yol ve Bir Reklam
Gurusu: Leo Burnett", P─É Dergisi, Vol. 6, No. 19, p. 40- 59, 2007.
[10] D, Pawlowski, D.M, Badzinski and N, Mitchell, "Effects of Metaphors
on Children's Comprehension and Perception of Print Advertisements",
Journal of Advertising, Vol. 27 /2, p. 83 -98, 1998.
[11] G, Zaltman, & R.H, Coulter, "Seeing the Voice of the Customer:
Metaphor-Based Advertising Research", Journal Of Advertising
Research, Vol. 35, No. 4, July, p. 35- 51, 1995.
[12] U, Bat─▒, "Reklam Dilinin Sözdizimsel Nitelikleri ├£zerine Bir ─É├ºerik
Analizi", Journal of Qafqaz University, No 12, Fall, p. 97- 108, 2003.
[13] G, Zaltman, Tüketici Nasıl Düsünür? (How Customer Think?), Çev.
Semih Koç, Media Cat Kitapları, Đstanbul, 2003.
[14] K, Connor, & N, Kogan, "Topic-vehicle relations in metaphor: The
issue of asymmetry", Cognition and figurative language, R. P. Honeck &
R. R. Hoffman (Eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
p.283-308, 1980.
[15] N, Kogan, & M, Chadrow, Children's comprehension of metaphor in the
pictorial and verbal modality. International Journal of Behavioral
Development, Vol. 9, p. 285-295, 1986.
[16] C, Forceville, Pictorial Metaphor in Advertising, Routledge, New York,
1996.
[17] D, Sperber, & D, Wilson, Relevance: Communication and Cognition,
Blackwell, Oxford, 1995.
[18] A, Aeker, & D.M, Stayman, Measuring Audience Perceptions Of
Commercials and Relating Them To Ad Impact, Journal Of Advertising
Research, Vol. 30, p.7-17, 1990.
[19] A.L, Biel, & C.A, Bridgewater, Attributes of Likeable Television
Commercials. Journal of Advertising Research, Vol.30 (3), p. 38-44,
1990.
[20] www.tuik.gov.tr (11.03.2013)
@article{"International Journal of Business, Human and Social Sciences:63750", author = "Asina Gülerarslan", title = "Meaning Chasing Kiddies: Children-s Perception of Metaphors Used in Printed Advertisements", abstract = "Today-s children, who are born into a more colorful,
more creative, more abstract and more accessible communication
environment than their ancestors as a result of dizzying advances in
technology, have an interesting capacity to perceive and make sense
of the world. Millennium children, who live in an environment where
all kinds of efforts by marketing communication are more intensive
than ever are, from their early childhood on, subject to all kinds of
persuasive messages. As regards advertising communication, it
outperforms all the other marketing communication efforts in
creating little consumer individuals and, as a result of processing of
codes and signs, plays a significant part in building a world of seeing,
thinking and understanding for children. Children who are raised with
metaphorical expressions such as tales and riddles also meet that fast
and effective meaning communication in advertisements.
Children-s perception of metaphors, which help grasp the “product
and its promise" both verbally and visually and facilitate association
between them is the subject of this study. Stimulating and activating
imagination, metaphors have unique advantages in promoting the
product and its promise especially in regard to print advertisements,
which have certain limitations. This study deals comparatively with
both literal and metaphoric versions of print advertisements
belonging to various product groups and attempts to discover to what
extent advertisements are liked, recalled, perceived and are
persuasive. The sample group of the study, which was conducted in
two elementary schools situated in areas that had different socioeconomic
features, consisted of children aged 12.", keywords = "Children, metaphor, perception, print
advertisements, recall.", volume = "7", number = "5", pages = "1293-6", }