本研究先透過修辭學方面的專業學者利用內容分析法分析國內十年來(1994-2003)受歡迎之金句獎得獎的178則廣告標語,結果發現它們共使用了34種修辭格,再依據修辭格的功能與結構將這些修辭格分為描繪類、比較類、詞語類及句式類等四大類。為了要了解各類修辭格應用在廣告上的效果,本研究繼續探討2003年間國內所流行的廣告標語與消費者態度(包括認知、情感及行為意圖)間的關係。假設檢定結果指出,在廣告標語中運用不同的修辭類型的確會影響消費者對廣告標語的態度;亦即,描繪類及詞語類的廣告標語在消費者的認知、情感、行為意圖與整體態度上表現得比比較類及句式類還要佳。
This research performs the content analysis through the rhetoricians to investigate how rhetoric used in Taiwan's advertisement slogans in recent 10 years. The results of content analysis from 178 advertisement slogans indicate there are 34 rhetoric used in these slogans. According to rhetoric function and structure, we attributed the 34 rhetoric to four types: Description Type, Contrast Type, Vocabulary Type, and Syntax Type. In order to understand the application of each category of rhetoric on advertisement, this study also explores the relationships between the popular advertisement slogans in 2003 and the consumer's attitude (includes cognition, affective and behavior intention). The result of quantitative research indicates that different rhetoric types significantly affect consumer's attitude; i.e., the effects of consumer's cognition, affection, intention, and attitude in both slogans-Description Type and Vocabulary Type- are better than Contrast Type and Syntax Type.