@inbook{38b836a59f8140c2b7445a87e0a63fd5,
title = "What makes an advert go viral?: The role of figurative operations in the success of Internet videos",
abstract = "This chapter investigates the potential role played by the creative use of figurative operations, such as metaphor, metonymy, irony, hyperbole, and understatement, in the success of Internet videos. Irony and figurative language based on creative contrasts between contrasting scenarios were found to be strong predictors of popularity. This effect increased if the message was conveyed through a combination of words and images, rather than through the use of either mode in isolation. No effect was found for the positioning of figurative operations in the advertisement{\textquoteright}s timeline. Our findings contribute to the wider marketing field by establishing figurative operations, in particular irony, as a potential determinant of a video{\textquoteright}s success.",
keywords = "metaphor, metonymy, advertising, creativity, hyperbole, understatement, irony",
author = "Paula P{\'e}rez-Sobrino and Jeannette Littlemore",
year = "2020",
month = may,
day = "29",
doi = "10.1075/ftl.7.06per",
language = "English",
isbn = "9789027205520",
series = "Figurative Thought and Language",
publisher = "John Benjamins Publishing Company",
pages = "119–152",
editor = "{Hidalgo-Downing }, {Laura } and Mujic, {Blanca Kraljevic }",
booktitle = "Performing Metaphorical Creativity across Modes and Contexts",
address = "Netherlands",
}