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Journal of Promotional Communications

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Published

2013-09-30

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Vol. 1 No. 1 (2013): Inaugural Issue

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Articles

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An Exploration of the Use of Childhood Associations in TV Advertising Campaigns Targeting Adults

Chloe Knight

Abstract

The aim of this research is to gain an insight into responses of the use of childhood associations in adult audiences when visual images create disconnect from the product or service.  In-depth interviews were conducted with a mixed-gender sample of 20 – 50 year olds, as previous research suggests this is a preferred method. The results showed that incongruent messages between childhood associations and adult-orientated products or services can generate negative associations and reduce the persuasiveness of the advertising message.  The results suggest that the level of realism in the metaphor employed is a significant factor in creating positive connections with the product or service. While, it is acknowledged that advertising practitioners often use visual metaphors as a communication tool, conflicting cues can mean interpreting the metaphor can be complex and the nuance of the message fails to reach the audience. As such, this paper offers insight for future research.

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