Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption

The consumers have many choices in buying products around the world, which makes tough competition among the brands. To make the brand stand out in the market, visuals metaphors have become mandatory tools that the advertisers use. Therefore, this study aims to find the role of visual metaphors of...

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Autores principales:	Sumeera Batool, Moneeba Iftikhar, Arfa Mashal
Formato:	article
Lenguaje:	EN
Publicado:	IDEA PUBLISHERS 2020
Materias:	Brand Perception Buying Behaviour Advertising Effectiveness Products Visual Rhetoric Symbols Social Sciences H Political science J
Acceso en línea:	https://doaj.org/article/198d9e9fefef4c2a980ce07b52bacd64
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spelling	oai:doaj.org-article:198d9e9fefef4c2a980ce07b52bacd642021-11-04T15:46:10ZVisual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption10.47264/idea.lassij/4.2.122664-8148https://doaj.org/article/198d9e9fefef4c2a980ce07b52bacd642020-12-01T00:00:00Zhttps://ideapublishers.org/index.php/lassij/article/view/195https://doaj.org/toc/2664-8148 The consumers have many choices in buying products around the world, which makes tough competition among the brands. To make the brand stand out in the market, visuals metaphors have become mandatory tools that the advertisers use. Therefore, this study aims to find the role of visual metaphors of Pakistani Television Commercials (TVCs) in shaping the perceptions of female consumers regarding brand image and its consumption as television audience. The study followed the theory of visual rhetoric and brand equity, which gives the building block in understanding the relationship of visual metaphors with consumer’s perception about brand image. The qualitative method is used to scrutinize the in-depth perception by using focus group as a tool of data collection. The population of the study is female youth and 96 students participated as respondents. Results reveal that after watching TVCs, there is significant inclination and affirmative change in consumer’s perception about buying the product among youngsters. It also shows that using visual metaphors benefit significantly in distinction of a brand from its competitors. The conclusive findings will help the advertisers to know the effectiveness of visual metaphors of TVCs in changing consumer’s perception about the brand image and their buying pattern. Sumeera BatoolMoneeba IftikharArfa MashalIDEA PUBLISHERSarticleBrand PerceptionBuying BehaviourAdvertising EffectivenessProductsVisual RhetoricSymbolsSocial SciencesHPolitical scienceJENLiberal Arts and Social Sciences International Journal, Vol 4, Iss 2 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	Brand Perception Buying Behaviour Advertising Effectiveness Products Visual Rhetoric Symbols Social Sciences H Political science J
spellingShingle	Brand Perception Buying Behaviour Advertising Effectiveness Products Visual Rhetoric Symbols Social Sciences H Political science J Sumeera Batool Moneeba Iftikhar Arfa Mashal Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption
description	The consumers have many choices in buying products around the world, which makes tough competition among the brands. To make the brand stand out in the market, visuals metaphors have become mandatory tools that the advertisers use. Therefore, this study aims to find the role of visual metaphors of Pakistani Television Commercials (TVCs) in shaping the perceptions of female consumers regarding brand image and its consumption as television audience. The study followed the theory of visual rhetoric and brand equity, which gives the building block in understanding the relationship of visual metaphors with consumer’s perception about brand image. The qualitative method is used to scrutinize the in-depth perception by using focus group as a tool of data collection. The population of the study is female youth and 96 students participated as respondents. Results reveal that after watching TVCs, there is significant inclination and affirmative change in consumer’s perception about buying the product among youngsters. It also shows that using visual metaphors benefit significantly in distinction of a brand from its competitors. The conclusive findings will help the advertisers to know the effectiveness of visual metaphors of TVCs in changing consumer’s perception about the brand image and their buying pattern.
format	article
author	Sumeera Batool Moneeba Iftikhar Arfa Mashal
author_facet	Sumeera Batool Moneeba Iftikhar Arfa Mashal
author_sort	Sumeera Batool
title	Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption
title_short	Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption
title_full	Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption
title_fullStr	Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption
title_full_unstemmed	Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption
title_sort	visual metaphors in pakistani television commercials: its role in shaping female consumer’s perceptions about brand image and its consumption
publisher	IDEA PUBLISHERS
publishDate	2020
url	https://doaj.org/article/198d9e9fefef4c2a980ce07b52bacd64
work_keys_str_mv	AT sumeerabatool visualmetaphorsinpakistanitelevisioncommercialsitsroleinshapingfemaleconsumersperceptionsaboutbrandimageanditsconsumption AT moneebaiftikhar visualmetaphorsinpakistanitelevisioncommercialsitsroleinshapingfemaleconsumersperceptionsaboutbrandimageanditsconsumption AT arfamashal visualmetaphorsinpakistanitelevisioncommercialsitsroleinshapingfemaleconsumersperceptionsaboutbrandimageanditsconsumption
_version_	1718444698489585664

Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption

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