A Study of Emotion Evoked By Food Photography Advertisement
DOI:
https://doi.org/10.24191/ijad.v10i2/c0q3x664Keywords:
Advertising Photography, Emotion, Metonymic Code, Multiple regression analysisAbstract
Emotion serves as a powerful tool in advertising photography. By evoking positive emotions such as happiness, excitement, and humour, food photography enhances viewer engagement and fosters a sense of authenticity and trust. However, due to the recent COVID-19 outbreak, many users have moved their social eating activities to online platforms. People are exposed to numerous forms of advertising today, which adds a level of challenge to any future purchasing decision. The paper aims to analyse the suitability of the selected theories, specifically the emotional use of metonymic code in food photography advertisements, which will influence the viewer's visual purchase intention. The research will solely concentrate on high-engagement brands, specifically halal food brands. Emotional appeal through metonymic strategies effectively persuades viewers and promotes positive attitudes towards food products and brands, fostering purchase intention. The study will employ an explanatory research design, utilising a questionnaire-based survey to gather quantitative data on respondents' responses to the emotions in food photography advertisements. Multiple regression analysis is well-suited for analysing data on competing theories, where there are several possible explanations for the relationship among multiple explanatory variables. This future research has important implications for the organisation of the photography industry since overcoming trust issues remains a major obstacle to the visual purchase intention of the viewers.
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