廣告主可信度對於隱喻廣告效果的影響

Effects of Advertiser Credibility on Metaphoric Advertisements

吳岳剛(Yueh-Gang Wu) ； 黃芷晴(Chih-Ching Huang)

《設計學研究》 10卷2期 (2007/12) Pp. 1-17

https://doi.org/10.30105/JDS.200712.0001

摘要

隱喻是常用的廣告手法。使用隱喻可以引發深入的思考、產生解讀的樂趣，並且抑制反駁。然而，這些特質是否有助於提升廣告的說服力，以及隱喻廣告的說服力是否因廣告主可信度而有所不同，目前皆缺乏直接的證據。本研究利用實驗法，操作隱喻和廣告主可信度，觀察廣告態度、品牌態度和推薦意願的變化。結果顯示，隱喻對廣告效果有正面的幫助。隱喻的說服力因廣告主可信度而有所差異；同樣的隱喻，由高可信度廣告主具名刊登，效果比低可信度廣告主來得好。此外，隱喻提升說服力的程度，不會因廣告主可信度而有所不同。

關鍵字

隱喻廣告 ； 廣告主可信度 ； 說服力

並列摘要

Metaphors are used frequently in advertising. They invite elaboration, bring in the pleasure of interpretation, and suppress the occurrence of counter arguments. However, thus far, we still lack evidences about whether these features actually make an advertisement more persuasive, and whether the persuasiveness of a metaphoric ad is influenced by advertiser credibility. This study manipulates metaphor and advertiser credibility in an experiment, and observes Attitude toward the Ad (Aad), Attitude toward the Brand (AB) and recommendation intention. The results indicate that metaphors increase the effectiveness of ads. The persuasiveness of metaphor ads varies with advertiser credibility; metaphors used by high credible advertiser produce more favorable Aad and AB than low credible one. In addition, the extent of increase in persuasiveness is the same for high and low credible advertisers.

並列關鍵字

Metaphoric advertisements ； Advertiser credibility ； Persuasiveness

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