The effectiveness of metaphors in Chinese video advertisements for depression: An experimental study

Metaphors inviting viewers to see and experience one thing in terms of another have been demonstrated as persuasive in print advertisements. However, the extent to which metaphors in video advertisements influence viewers remains underexplored. Given the increasing attention to depression in China and attempts at greater inclusivity in its media representation, we examine metaphors in video advertisements for depression-related products. We examined the influences of metaphors on (i) perceived complexity, (ii) cognitive elaboration, (iii) affective elaboration, (iv) attitudes toward the ad, and (v) purchase intentions through an experimental survey (N = 299) and semi-structured interviews (N = 29). The survey adopted a 3 (metaphor uses: feature-highlighting metaphors vs. needs-highlighting metaphors vs. literal) × 2 (product types: search products vs. experience products) design. The results showed that for (i) cognitive elaboration, (ii) affective elaboration, (iii) attitudes towards the ad, and (iv) purchase intentions, needs-highlighting metaphors outperformed other conditions regardless of product types. For experience products, features-highlighting metaphors outperformed other conditions, whereas for search products, this condition generated the lowest scores. Findings from interviews showed that metaphors activated mental images, elicited diverse emotions, and mediated the persuasive power of advertisements. However, reinforced negative appeals may elicit negative perceptions. Practical implications are discussed.