The persuasiveness of metaphor in advertising

Abstract Metaphor—drawing a comparison between two seemingly incompatible concepts in an effort to create symbolism—is frequently used in advertising. This study investigates the persuasiveness of metaphor in advertising and the conditions under which the effectiveness of metaphorical advertisements can be leveraged. Across three experimental studies, the results show that mixed emotional appeals (happiness and sadness) versus positive emotional appeals (happiness) can increase the persuasiveness of an advertising metaphor. Furthermore, cognitive flexibility mediates this effect. This study contributes to the literature on metaphor in advertising by showing the benefits of using mixed emotional appeals and establishing the underlying process. Moreover, the findings can be beneficial for marketers in designing effective marketing communication strategies combining mixed emotions with a metaphor.