Conceptual Metaphors: When physical orientation influences nonconscious thinking

Below are two different orientations of the same advertisement for a fictitious watch brand. What immediate associations do you have with each image? Which feels more luxurious and powerful to you?

Peracchio, L. A., & Meyers-Levy, J. (2005). Using stylistic properties of ad pictures to communicate with consumers. Journal of Consumer Research, 32(1), 29-40.

Research in the behavioral sciences has shown a vertical as opposed to a diagonal, orientation of a product depicted in an ad increases perceptions of prestige and luxury (Peracchio & Meyers-Levy, 2005).

This makes sense if we ask ourselves the following questions. What do phrases like “looking down on others,” “moving on up,” or “high-end/upscale fashion” evoke? These phrases can elicit dominance, success, and luxury. We feel that we have more control and power over others when we’re above them. When we rise, we oppose gravity which implies that we have perseverance and strength. Verticality is associated with valence and signals power and luxury. Why is that? The answer is Conceptual Metaphor Theory.

Conceptual Metaphor Theory

The Conceptual Metaphor Theory (CMT) argues that metaphors are not merely figures of speech (Lakoff & Johnson, 1980; 1999). These metaphorical associations allow people to use knowledge from shared, sensorial, and concrete knowledge to understand abstract information. In other words, the unconscious feelings of "looking down on others,” “moving on up,” or “superiority” when we see the watch vertically oriented is interpreted more concretely as "this watch must be a luxury item”.　　

Without these connections between metaphorical associations and concrete knowledge, abstract concepts would not have relatability to the physical world and would be hard to explain and communicate. These connections are generally unconscious (i.e., automatic cognitive mechanisms able to facilitate mental representation).

In other cases, conceptual metaphor theory has been incorporated into product design. For example, tall, elongated bottles (see left photo) are perceived as more luxurious than compact bottle shapes (see right photo) (Van Rompay & Pruyn, 2011).

Another example is Nespresso's 2009 "High Design" campaign, which placed a coffee maker in the background of a sky-high skyscraper, projecting the appeal of an upscale skyscraper onto a generally less luxurious capsule coffee (Van Rompay et al., 2012).

Because these phenomena of conceptual metaphor theory occur subconsciously, they cannot be understood by research based on consumer feedback, and therefore require knowledge of behavioral science theory.