A Comparative Study of the Indian Audience’s Interpretation with and without Visual Metaphor Indian Banking Print Advertisement


An advertisement is any kind of communication that promotes a product, brand, or service to an audience in the hopes of generating interest, engagement, and various ends. The use of visual metaphor in print advertisements is commonplace nowadays. Studies found visual metaphor helps to draw the attention of the audience, enhances the effectiveness of the ad, promotes the brand value, and unconsciously compels the audience to spend more time on the ad influencing positively the gazing behaviour and gazing pattern. The banking advertisement helps to build a connection with the audience. It also directly contributes to increasing sales and educating customers. This paper examines the interpretation of Indian banking print advertisements by the Indian audience and explores how the audience interprets without visual metaphor versus with visual metaphor advertisement. An online survey was conducted for the experiment, and a total of 102 participants participated in this experiment. Among them 51 participants were male and 51 were female. The findings of the study disclosed that there are meaningful differences when male and female participants interpreted the without visual metaphor versus with visual metaphor banking print advertisements. The study has significant implications for the creation of Indian banking print advertisements and the use of visual metaphor in print advertisement.


Partha Das
Research Scholar, Design, Indian Institute of Technology Guwahati , Assam, India


Presentation Type

Paper Presentation in a Themed Session


Visual Design


Indian print advertisement, Visual metaphor, Banking advertisement, Comparative study

Digital Media

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