Abstract
This study explores “less widely known metaphors” in advertising, as in Sanseido Bookstore’s New Year 2024 “Used Book Festival” ad in Tokyo, Japan, with the catchphrase, “Like a dragon gaining wings (ryuu ni tsubasa wo etaru gotoshi), welcome to the enriching used book festival!” The phrase “like a dragon gaining wings” is unfamiliar to most native Japanese speakers, and a similar expression, “like a tiger with wings” (tora ni tsubasa), also exists. This is a proverbial expression, derived from classical Chinese literature, which symbolizes an already powerful entity gaining even more strength. In modern Japanese, a more common phrase with a similar meaning is “oni ni kanabou” (like a demon with an iron club). The author surveyed 83 Japanese university students aged 18-22, asking whether they understood this phrase. Results showed that only 10 participants knew the phrase, and 73 did not. Despite this unfamiliarity, 56 out of 83 respondents found the ad appealing, interpreting the phrase as a positive enhancement, suggesting a lively, attractive event. However, some felt the phrase was too obscure, preferring simpler language for clearer communication. This study builds on prior research by Barthes (1957), McLuhan (1964), McQuarrie and Mick (1999), etc., and offers an intriguing perspective by examining how intentionally obscure metaphors can captivate audience interest, but may also risk losing it, suggesting that in advertising, a certain obscurity can positively enhance interest, engaging audience’s curiosity. This study shows that clarity and common language are not always the best choice for effective advertising.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Advertising Language, Obscure Metaphors, Cultural Idioms, Audience Engagement, Effective Communication
