隱喻概念運用於平面廣告之理論及其映射之過程

本研究以質性推論的方式，探討隱喻概念被運用於廣告之中，其隱喻意涵之映射（mapping）過程，文中彙整諸多學者的理論和研究論述，藉以解釋隱喻之主體（target）與載體（vehicle）的並置（juxtaposition）方式，以及在認知心理層面上所產生的映射之可能性。隱喻式廣告雖具有強大的說服力，但仍隱藏著傳達失敗的風險，故建議廣告主可從約定成俗的符號意涵，或從消費大眾所熟知的文化知識切入，讓閱聽眾易於從個人理解層級（levels of subjective comprehension）之中，尋找出最佳隱喻映射之事物或符號。此外，隱喻式廣告是以隱蔽之方式將主訊息閉鎖起來，藉以降低消費者對廣告的戒心，故廣告載體之設計技巧將會牽動隱喻廣告的功效。因此，廣告主在設計隱喻廣告之時，若能先確立目標消費群之特質，針對該消費族群的記憶基模加以設計載體，或許較容易達到命中消費者內心需求之功效。

關鍵字

隱喻概念；平面廣告；映射過程；隱喻式廣告

並列摘要

Using the qualitative inference method, this study explores the mapping process of using metaphorical concepts in advertising. We compile theories and research discourses by numerous scholars to explain the metaphorical juxtaposition method of the target and vehicle, as well as to discover the possibility of analogy mapping at the level of cognitive psychology. Although metaphorical advertising is highly persuasive, the risk of conveying failure remains. Thus, advertisers are recommended to use conventional sign images and cultural knowledge familiar to average consumers, so that the audience can obtain the most favorable mapping object or sign metaphors from the level of subjective comprehension. Additionally, metaphorical advertising conceals the main information to lower consumer alertness to advertising. Thus, the design techniques of the advertising vehicle influence the effectiveness of metaphorical advertising. If advertisers can determine the characteristics of target consumers and design vehicles based on the memory schema of such consumers while designing metaphorical advertising, advertisers may obtain the required effects from consumers more easily.