High and Light, Dark and Heavy? Using Metaphoric Associations to Affect Perceptions of the Nutritional Content of Food Products

Part of the European Advertising Academy book series (EAA)


Prior research provides numerous examples for the phenomenon that concrete qualities of an object and its environment such as locations, colors, movement, closeness, vertical orientation, temperature, cleanliness, and size carry abstract (or symbolic) meanings of these objects such as power, potency, intimacy, control, affection, importance, morality, quality, weight perceptions, time (past/presence/future), expensiveness, and friendliness.


Sugar Obesity Marketing Olate Metaphor 


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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  1. 1.MarketingUniversität AugsburgAugsburgGermany

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