TY - JOUR
T1 - Loud tastes, colored fragrances, and scented sounds
T2 - How and when to mix the senses in persuasive communications
AU - Nelson, Michelle R.
AU - Hitchon, Jacqueline C.
PY - 1999
Y1 - 1999
N2 - Synesthetic, or cross-sensory, associations equate sense A to sense B and are prevalent in persuasive language in mass communication. Consider, for example, "Bright Crunch" (for Sun Crunchers cereal) and "the Loudest Taste on Earth" (for Doritos), which are examples of synesthetic advertising claims. Based on theory of synesthesia and of metaphor, this research tests whether the literal use of both senses A and B by the product inhibits our appreciation of synesthetic language and thus reduces its persuasive impact. Findings are discussed with respect to the underlying processes by which synesthetic metaphors persuade and the implications for sensory-rich media.
AB - Synesthetic, or cross-sensory, associations equate sense A to sense B and are prevalent in persuasive language in mass communication. Consider, for example, "Bright Crunch" (for Sun Crunchers cereal) and "the Loudest Taste on Earth" (for Doritos), which are examples of synesthetic advertising claims. Based on theory of synesthesia and of metaphor, this research tests whether the literal use of both senses A and B by the product inhibits our appreciation of synesthetic language and thus reduces its persuasive impact. Findings are discussed with respect to the underlying processes by which synesthetic metaphors persuade and the implications for sensory-rich media.
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U2 - 10.1177/107769909907600212
DO - 10.1177/107769909907600212
M3 - Article
AN - SCOPUS:0039136354
SN - 1077-6990
VL - 76
SP - 354
EP - 372
JO - Journalism and Mass Communication Quaterly
JF - Journalism and Mass Communication Quaterly
IS - 2
ER -