USE OF HYPERBOLES IN ADVERTISING EFFECTIVENESS
USE OF HYPERBOLES IN ADVERTISING EFFECTIVENESS

Summary/Abstract: The use of rhetorical figures in advertising communication is more than obvious; their powerful ability of representation opens an easy way to perception and understanding for the masses. However, research in this area is relatively limited in the communication field, as it intersects literature, psychology and communication models. One type of visual and textual figure that has been little analysed, yet enjoys wide popularity in today’s advertisement production, is hyperbole. Portraying people, products, and services in ways that far exceed their capability is a common strategy used to gain attention, generate humour, and underline product qualities. However, the little analysis and understanding of visual hyperboles has led re- searchers and consumers to dismiss this popular figure as an instance of advertising's exaggerated or false praise. Therefore this study is aimed to make important distinctions among these terms, analyse types of hyperboles used in commercial communication. Based on comparative analysis, we will try to show how and why hyperbolic emphasised ads produce more ad and content liking than non-hyperbolic ads. As a case study we will take into consideration the way hyperbole is used in alimentary and gustative imaginary of advertising production and effectiveness. Two visual advertisements ( one containing hyperboles and one without hyperboles ) will be qualitatively analysed ( Hermeneutical analysis of advertising symbols ) and focus group results will be compared. The research is aimed to emphasis on the powerful representative role of hyper- bolas in promoting alimentary related products and their advertising effectiveness. However, our preliminary analysis suggests that subjects measuring high in advertising skepticism and those who fail to comprehend the figurative nature of the hyperboles used respond more negatively toward the ads. Various causes of flawed perception of the message will be suggested briefly, as the question remains debatable: does the use of hyperboles fall short, meet or exceed subjects’ expectation. Is hyperbole used in advertising as a visual puffery or does it appeal to more?

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