Red Bull Gives You Wings at Work: How Context Transforms Metaphors Into Reality

ABSTRACT In advertising, visual metaphors often combine a target object (e.g., Red Bull) and a source object (e.g., wings) to convey meaning (e.g., “Red Bull gives you wings”). However, the context in which these objects are placed is generally not considered. Our research shows that presenting the metaphor in either the target context (e.g., on the ground) or the source context (e.g., in the air) leads to different consumer responses. In two studies, we found that purchase intention and product choice are stronger when the source context is depicted rather than the target context. Additionally, representing the source object in the target context enhances purchase intention by improving comprehension. This impact of context and object on purchase intention is linked to the complexity of the metaphors. Metaphors that represent the target, whether through the object or the context, are less complex than those depicting only the source. These complexity differences influence how product attributes are emphasised in visual metaphors. Consumers more easily connect with utilitarian aspects through complex metaphors, while simpler metaphors effectively evoke hedonic associations. Theoretical and managerial implications of these findings are discussed.