On the Use of Time Expressions in Promoting Product Benefits--The Metaphoric and the Literal

The purpose of this study is to investigate how the theme of time is used to advertise product benefits by providing a framework that integrates literal expression and relational/nominative, dead/alive metaphors. The model proposes that the linguistic field is composed of metaphoric and literal words that express wider or narrower ranges of inferences and implications. These words are linked to product benefits with differing ranges of implications and then communicated to consumers. A content analysis of 382 print ads tests the model by examining (1) metaphoric versus literal time expressions in conveying functional versus psychosocial benefits and (2) dead versus alive and relational versus nominative time metaphors in conveying functional versus psychosocial benefits. The findings suggest that advertisers use proportionately more psychosocial than functional benefits with metaphoric time expressions, whereas proportionately more functional benefits are likely to be associated with literal expressions. Proportionately more psychosocial rather than functional benefits are associated with relational/alive metaphors, and more functional than psychosocial benefits are associated with nominative/dead metaphors. Finally, guidelines are offered for the use of time metaphors in conveying product benefits.