USE HYPERBOLES IN
ADVERTISING EFFECTIVENESS
Published in the International
Conference Redefining Community in Intercultural Context 2015 (RCIC’15) by Oana
Barbu-Kleitsch from Department of Faculty of Political Sciences,Philosophy and Communication,
West University of Timisoara, Romania. She is practitioner as well as an
academical researcher in Brand Communication and Online PR since 2005.
One type of visual and textual
figures thathas been little analysed yet enjoys wide popularity in todays
advertisement production, is Hyperbole. Hyperbole is style of language that
expresses something excessively. Various causes of flowed perception of the
message will be suggested briefly, as the question remains debatable : is
hyperbole used in advertising as a visual puffery or does it appeal to more?
This paper investigates one of
the most common used figures of speech in the persuasive context of the
advertising discourse and this paper does not emphasize the persuasive aspect
of advertising but rather the impact of the use of hyperbole as a means of
communication. The purposes of this analysis to understand how a hyperbole
works and what are its main features as a communication tool and the
effectiveness it has to the audience to promote the advertised product.
The author used qualitative
research by interviewed and multiple choice.
The Use of Hyperboles in Advertisement and Effectiveness Advertisement
Consider the hamburger in this
figure,this ad deviates from realistics representation. Opened oversized mouth,
over his lips, chin and neck creates an optical illusion , focusing viewer’s
attention on this central point. The oversized mouth in this figure shows the
lust and desire to eat the product. Advertisement with excessive use of hyperbole is used to get people's attention and make messages notable.
By using hyperbole in advertising,
the message to be delivered to the audience can have a transformation effect.
Result
Based on qualitative methodology
with interviewed and objective, all participants recognised the image as an
advertising poster. Majority of 65,4% recognised this image as a visual
representation or a visual persuasion image visually recognized and interpreted by
viewers. 30,8% misinterpreting the message as a ‘’fear’’.
The effectiveness
of the ad was recognised by 80,7% from the total answer, 53,8% they said the
striking design used in perceiving the message. Only 26,9% recognised that they
would try the product after seeing the advertising poster. And 2 participants
recognised the ad has no effect on them.
This result show that hyperbole
in successful advertising effectiveness will increase sales, get attention from
consumer and get attention consumer in brand.
This ad deviates from realistics representation in ads (such as ordinary
products and their typical uses) by showing an augmented reality juxtaposed on
a realistics character’s face, over his lips, chin and neck creates an optical
(and intended designed) illusion, focusing viewers attention on this central
point. As our group will show, consumers are unlikely to consider the ad as a
blunder ; they have seen this type of communication tool used in advertisement
before.
The strengthness of this article is the researcher uses simple and easy to understand by some examples and references. the weakness of this article is so many data the author used. The conclusion this article recommended to read and valid data to understand.
you can read original article in http://www.afahc.ro/ro/rcic/2015/rcic'15/PC/Barbu-Kleitsch.pdf
thankyou
Just read just read and just read again, so bored ckckck
BalasHapushaha you just read too yesterdaylol
HapusKomentar ini telah dihapus oleh pengarang.
BalasHapusGood reivew Fani..
BalasHapusGood reivew Fani..
BalasHapusWhat is the weakness??
BalasHapuslets see my blog, it has been update. thankyou fella
Hapussome bored to finishing this review
BalasHapusGood :)
BalasHapusWhat is your experience of reviewed this article?
BalasHapusi think its a new experience because i never reviewed article before. new knowladge, everything. how about you?
HapusHi fany... Your
BalasHapusNice presentation fanny....๐๐ I enjoyed it...
BalasHapusFany... Nice explanation about hiperbole. But, why don't you put example sentence for that..
BalasHapusthankyou mam, in article that i reviewed nothing example sentence, just showing picture an augmented reality juxtaposed on a realistics character’s face, over his lips, chin and neck creates an optical (and intended designed) illusion, focusing viewers attention on this central point. but if you wanna example sentence i'll try to answer, ''The bag weighed a ton” nah like that mam. thankyou
HapusAlrigth fanny... Becouse I need for publishing in my company
HapusI think that bad explanation. Please learn more Fany...
BalasHapusNice work fani
BalasHapusGood your article,extremely benefit and increase knowledge about hiperbola in advertising....good job
BalasHapusAssalamualaikum wr.wb.....
BalasHapusi wanna ask, Is there anything to be aware of in advertising effectiveness other than the choice of language style ? Thank you
Fany...Using hyperboles for advertising, does not seem lie?
BalasHapusOh,..hi fany...
BalasHapusBefore i dunno about hyoerbole can be use in the adverstising field.
And after i found ur re article , i know how it's going
Thanks
Oh,..hi fany...
BalasHapusBefore i dunno about hyoerbole can be use in the adverstising field.
And after i found ur re article , i know how it's going
Thanks
I very enjoy to read your article miss tiffany.. :)
BalasHapusI very enjoy to read your article miss tiffany.. :)
BalasHapusI very enjoy to read your article miss tiffany ;)
BalasHapusHi fanny, this is a great article and i like your presentation๐๐๐
BalasHapusGod job sist, I get your idea
BalasHapusGood,..job,.
BalasHapusnice article panii
BalasHapus