Processing idioms in advertising discourse: Effects of familiarity, literality, and compositionality on consumer ad response

Using three idiom characteristics (familiarity, literality, and compositionality), an idiom-processing model is advanced and applied to an advertising setting. Specifically, we propose that idioms of varying characteristics lead to one of six processing outcomes that can be differentiated based on processing time and comprehension. Further, we posit that consumers will exhibit different recall and attitude responses for advertisements using different types of idioms. Results from two studies provide some preliminary support for these predictions. Implications of the proposed framework for idiom research as well as for marketing theory and practice are discussed, and future research directions suggested.