初探隱喻廣告中隱喻與表現形式的效果

Exploring the Effects of Metaphor and Expression Style in Metaphorical Advertisements

吳岳剛(Yueh-Gang Wu) ； 侯純純(Chun-Chun Hou)

《藝術學報》 80期 (2007/04) Pp. 29-45

https://doi.org/10.6793/JNTCA.200704.0004

摘要

如果把隱喻廣告分成「隱喻」和「廣告表現」來觀察，我們會發現有些隱喻廣告是在隱喻層面上很特殊、有些是在廣告表現上、有些兩者兼具。因此，本研究利用實驗法，操弄隱喻和表現形式，觀察廣告態度和說服力的改變。結果顯示，隱喻的適切性和表現形式都對廣告效果有顯著的影響。具體而言，同樣的隱喻以不同的形式表現，產生的廣告態度和說服力就不一樣。此外，隱喻與表現形式之間沒有交互作用存在，視覺設計不會改變隱喻的適切性對於廣告效果的影響。

關鍵字

隱喻廣告 ； 表現形式 ； 說服力

並列摘要

If metaphoric advertisements are observed by separating them into ”metaphor” and ”advertising expression,” we will discover that some metaphoric ads are unique on the metaphor aspect, some on expression aspect, and some on both. Therefore, in an experiment, this study manipulates metaphor and expression styles, and observes how attitude toward advertising (Aad) and advertising persuasiveness change. Results indicate that aptness of metaphor and expression style both affect Aad and persuasiveness significantly. Specifically, presenting an identical metaphor in different styles, Aad and persuasiveness vary. Besides, there is no interaction between metaphor and expression styles, visual design does not change the role aptness of metaphor plays in advertising effectiveness.

並列關鍵字

Metaphor advertisements ； Expression styles ； Persuasion

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