NARRATIVE AND METAPHORICAL PERSUASION IN ADVERTISING: A MULTIDISCIPLINARY SYSTEMATIC REVIEW OF LINGUISTIC STRATEGIES AND CONSUMER RESPONSE

This systematic literature review integrates diverse empirical and theoretical perspectives—drawing from linguistics, cognitive psychology, marketing, and consumer behaviour—to critically evaluate the mechanisms through which storytelling and metaphorical language function as persuasive devices in advertising. Through rigorous thematic analysis of 85 peer-reviewed studies (2005–2024), the review reveals that narrative advertising consistently enhances emotional engagement, message retention, and brand identification by aligning with consumers’ innate preference for structured, relatable experiences. Metaphorical language, whether verbal or visual, is shown to facilitate conceptual transfer, stimulate cognitive elaboration, and increase perceived creativity and credibility of brand messages, although its effectiveness is moderated by audience cognition, cultural context, and metaphor novelty. The review identifies moderating factors such as gender, cultural background, and digital medium that shape the persuasive impact of these linguistic strategies. While both storytelling and metaphor are potent tools for attitude change and behavioural intention, practical challenges remain, including the risk of miscommunication with overly complex metaphors and the need for culturally sensitive adaptations in global markets. The synthesis highlights the synergistic potential of combining narrative structures with metaphorical framing, offering strategic guidance for marketers seeking to maximize perceptual and behavioural outcomes. Notable theoretical contributions include a conceptual framework for understanding the cognitive and affective routes of narrative and metaphorical persuasion. The review also points to anonymity, data privacy, and ethical concerns in AI-driven personalized advertising as emerging areas requiring urgent scholarly attention. This work not only consolidates cross-disciplinary evidence but also proposes a research agenda addressing multilingual campaigns, digital platform dynamics, and the longitudinal effects of narrative and metaphorical advertising. The findings have significant implications for theory development, advertising practice, and public policy, underscoring the necessity for context-aware, evidence-based linguistic strategies in contemporary brand communication.