A Study on the Influence Pathways of Visual Metaphor Characteristics in Fashion Advertising on Consumers

Wenxi Xiao

doi:10.54097/11wmpg78

Authors

Wenxi Xiao Department of Fashion Communication, Beijing Institute of Fashion Technology, Beijing, China

DOI:

https://doi.org/10.54097/11wmpg78

Keywords:

Visual metaphor, fashion advertising, processing fluency, symbol.

Abstract

Visual metaphors, as an advertising language that combines symbolic representation with emotional resonance, are widely used to shape brand images and convey emotional values. However, visual metaphors of varying types and complexity may trigger distinctly different cognitive responses among consumers, thereby influencing the persuasive effectiveness of advertisements. Based on the dual-process theory and the cognitive framework of metaphor, this study explores the influence paths of constitutive visual metaphors and Conceptual Visual Metaphor on consumers' attention, comprehension difficulty, emotional resonance and purchase intention through controlled experiments and questionnaire measurements. Research findings indicate that compositional metaphors exhibit higher processing fluency compared to conceptual metaphors; processing fluency indirectly influences purchase intention by enhancing brand attitude. Meanwhile, the combination of "Juxtaposition Metaphor×concretization symbol" has the best effect on brand attitude and purchase intention. This study not only provides empirical support for the persuasive power of visual metaphors but also offers theoretical and practical insights for optimizing advertising design and marketing strategies for fashion brands.

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