Divergent Effects of Metaphoric Company Logos: Do They Convey What the Company Does or What I Need?

Metaphor and Symbol 30 (4):314-338 (2015)

Lucas A. Keefer
University of Dayton
Many corporate logos use pictorial metaphors to influence consumer attitudes. Priming concrete concepts—by means of logo exposure or other procedures—changes attitudes toward dissimilar abstract targets in metaphor-consistent ways. It is assumed, however, that observers apply a logo’s metaphor externally to interpret the company and its service. This research examined the possibility that observers may instead apply that metaphor internally to interpret their current condition and hence their need for the company’s service. We hypothesized that the same logo can have divergent effects on company liking depending on the direction of metaphor application. To test this possibility, we built on evidence that people apply available metaphors especially when they feel unsure about the target. We predicted that observers would apply a logo’s metaphor externally when unsure about the company, but internally when unsure about themselves. Three experiments provide convergent support for hypotheses. We discuss impli..
Keywords No keywords specified (fix it)
Categories (categorize this paper)
DOI 10.1080/10926488.2015.1074806
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 39,940
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

No references found.

Add more references

Citations of this work BETA

No citations found.

Add more citations

Similar books and articles

On the Enhanced Obligations of the Financial Holding Company in Chinese Law.Wei Sui & Jun Liu - 2008 - Nankai University (Philosophy and Social Sciences) 6:121-127.
Which Types of Strategic Corporate Philanthropy Lead to Higher Moral Capital?Denise Baden, Edgar Meyer & Marianna Tonne - 2011 - Proceedings of the International Association for Business and Society 22:163-175.
Organization of company cost management.G. A. Kononova & V. V. Tsiganov - 2013 - Liberal Arts in Russia 2 (3):285--292.
Pictorial Metaphors: A Reply to Sedivy.John Michael McGuire - 1999 - Metaphor and Symbol 14 (4):293-302.
Bad Company Generalized.Gabriel Uzquiano - 2009 - Synthese 170 (3):331 - 347.
Nutrition for Kids Was Good for the Company.M. Gunawan Alif & Retno Artsanti - 2009 - International Corporate Responsibility Series 4:349-366.
A Defense of Davidson's Theory of Metaphor.Robert Bower Horner - 1999 - Dissertation, University of Miami


Added to PP index

Total views
7 ( #826,717 of 2,235,466 )

Recent downloads (6 months)
3 ( #573,407 of 2,235,466 )

How can I increase my downloads?


My notes

Sign in to use this feature