隱喻修辭的視覺圖像與標題對廣告效果的影響

The Impact of Metaphors in Visual Images and Headlines on Advertising Effect

在隱喻修辭的廣告中，視覺圖像與標題都是廣告訊息的來源，兩者之間若沒有良好的配合，隱喻修辭的廣告將背負著不被消費者理解的失敗風險。本研究以3×2受測者間六個情境的實驗設計，進行「視覺圖像的隱喻相似性類型」、「廣告標題的修辭有無」等兩個自變數的操控，並以「廣告涉入」為干擾變數，來檢定對廣告效果的影響。每一個實驗情境有40位受測者，總共測得有效樣本共234人。經由卡方檢定、T檢定及多因子變異數分析等方法，分析實驗的資料。歸納出下列五項顯著結果：（1）廣告標題的修辭與否，對於廣告效果呈現顯著影響；（2）視覺圖像的隱喻相似類型，對廣告效果呈現部分顯著影響；（3）視覺圖像的隱喻相似類型與廣告標題的修辭與否之交互作用，對於廣告效果呈現顯著影響；（4）廣告涉入程度與視覺圖像隱喻的相似類型，對於廣告效果部分呈現顯著影響；（5）廣告涉入程度與廣告標題的修辭與否，對於廣告效果部分呈現顯著影響。消費者的個人經驗或知識，是在解讀隱喻廣告的重要依據，除了視覺圖像的載體隱喻之外，若能同時輔以隱喻標題的綴飾，會更容易喚起消費者自我經驗的記憶，對於廣告溝通效果則有加分的作用。

In metaphor advertising, both visual image and headline are the sources of the message to be advertised. If the two are not well coordinated, metaphor advertising may need to bear the risk of failure in obtaining the consumer's full comprehension. Based on a 3×2 between-subjects experiment design with 6 conditions, this study maneuvered the two independent variables, namely 'similar type of metaphor in visual images' and 'whether metaphors are embedded in advertising headlines', and used 'advertising involvement' as a moderating variable in the experiment to test their impact on advertising effect. In each experimental condition, 40 participants were recruited. For the entire study, a total of 234 valid samples were collected. Based on the results from Chi-square test, t-test, and multi-factor ANOVA analysis, there were five significant findings concluded: （1） Whether metaphors are embedded in advertising headlines has significant impact on advertising effect; （2） The similar type of metaphor in visual images has partially significant impact on advertising effect; （3） The interaction between the similar type of metaphor in visual images and whether metaphors are embedded in advertising headlines has significant impact on advertising effect; （4） Advertising involvement and similar type of metaphor in visual images have partially significant impact on advertising effect; （5） Advertising involvement and whether metaphors are embedded in advertising headlines have partially significant impact on advertising effect. The participant's personal experience or knowledge is important in decoding metaphor advertising. In addition to metaphors carried by visual images, metaphorical headlines can also be used to refresh the participant's memory about self experience. Thus, they can enhance the communication effect of advertising.