THE RELATIONSHIP BETWEEN CONSUMER

SENTIMENT TOWARDS ADVERTISING AND AD

CREDIBILITY, AD LIKEABILITY, AND ATTENTION
TO ADS: THE CASE WITH VISUAL METAPHORS
Vivek Madupu, Missouri Western State University
Sampathkumar Ranganathan, University of Wisconsin-Green Bay
Sandipan Sen, Southeast Missouri State University

EXTENDED ABSTRACT
A visual metaphor, also called a pictorial metaphor, is an indirect comparison of one kind of visual object
(source) with another kind of visual object (target) implicitly suggesting an analogy or likeness between the two
objects. It is believed that visual metaphoric ads are basically entertaining types and how people who are skeptical
about advertising react when they watch such visual metaphorical advertisements is critical to understand for
developing effective marketing communication utilizing visual metaphors. Sentiment toward Advertising captures
how consumers generally view advertising activities in the marketplace. Consumer sentiment towards advertising
either favorably or unfavorably can influence their responses to advertisements and personal traits. Hence, this paper
investigates the relationship between consumer sentiment towards advertising and ad credibility, ad likeability, and
attention towards ads.
Based on a detailed literature review this study presents three propositions about the relationship between
customer sentiment towards advertising and the three dependent variables as follows.
P1: A high positive sentiment towards advertising is positively related to high ad credibility
P2: A high positive sentiment towards advertising is positively related to high ad likeability
P3: A high positive sentiment towards advertising is positively related to high attention to ads
The above propositions clearly show that individual attitudinal factors related to advertising in general do
influence how a respondent reacts to visual metaphoric advertisements and have significant implications for
advertisers, and ad agencies. First, the research reminds us that, to be effective consumers should have a positive
sentiment towards advertising. Overall positive attitudes to advertising, in turn, render specific advertising messages
to be better received and more effective among consumers. The advertising industry has become more adept and
skilled at presenting advertising to increasingly cynical and media-savvy consumers. But this can only work up to a
certain extent and in the long run advertisers should try to improve customers sentiment towards advertising.
One of the implications of this study is that not all consumers are same. Consumers responses to ads vary in
their credibility and likeability and their attention to ads. Maybe advertisers should be more candid and honest when
providing information in the ads. The study propositions are yet to be empirically tested and hence the
generalizability of study findings is limited.
KEY WORDS: Ad Credibilty, Ad Likeability, Visual Metaphors

For further information contact:

Vivek Madupu
Missouri Western State University
4525 Downs Drive
St. Joseph, MO 64507
Email: vmadupu@missouriwestern.edu

Marketing Management Association Spring 2014 Proceedings

103

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