以結構映射理論分析電子類產品之環境媒體廣告

A Study on Ambient Media from Structure-Mapping Theory Perspective

環境媒體因傳統廣告的式微而興起，直到近期學界才漸對此種新興的廣告類別投入較多的研究關注，只是面對數量龐大的環境媒體，學界對其多元的廣告表現，仍少有觸及。對此，本研究思考從比喻類型的方向，進行環境媒體多元表現性的探討。過去，Gentner 依據結構映射理論（structure-appingtheory），曾以外觀相似、關係相似、實質相似對隱喻（metaphor）進行探討。本文建構在此基礎下，以電子產品類的環境媒體廣告為研讀對象，進一步將Gentner 的外觀相似、關係相似、實質相似引入對各比喻類型之此類廣告的探究。研究目的，除了希望能對數量龐大的環境媒體廣告的多元表現性，開啟研究的先例，補足學界對此研究的不足，另外，亦是基於比喻類型經常轉用為設計或詮釋作品的方法，有必要對人是如何判別各比喻類型的問題也提出觀察。實證研究結果顯示，在迴歸模式中，對「明喻認同」的廣告有顯著影響之預測變項為關係相似與實質相似；對「隱喻認同」的廣告有顯著影響之預測變項為外觀相似；而與「諷喻認同」的廣告有顯著影響之預測變項則為關係相似，除「諷喻認同」的結果符合一般人的直覺預期外，前兩項一般人普遍的直覺性看法（「明喻認同」之於外觀相似因素；「隱喻認同」之於關係相似因素）則無法從本文的實證研究中獲得證實。在文末，研究者除了對此統計結果進行討論外，也對執行研究的方法運用於探討環境媒體廣告的適切性進行檢視，以供未來研究者們的參考。

It was not until the recent declination of traditional type of advertisement stimulated ambient media that the academic community began more studies on the new type of advertisement. Unfortunately, few studies on its multiple forms have been made by the academic community in face of numerous ambient media advertisements. Consequently, the author attempts to explore such diverse expressiveness the ambient media is featured from an orientation of figurative type. Based upon Gentner's categories of metaphor, the ambient media advertisements of electronic products were selected in this study and the factors such as Mere appearance, Relational similarity and Literal similarity suggested by Gentner were drawn into the in-depth discussions of impacts on every figurative type. The purposes of this study are to set an example of studying on the diverse expressiveness of numerous ambient media advertisements for deficiency supplement of studies the academic community ever made, and to propose a necessity of observation on the manner of discriminating each figurative type based on the method which frequently transfers it into a design or an interpretation. The empirical study result represents that in a regression model, the predictive valuables having a major impact on advertisements with 'simile identification' are factors of Relational similarity and Literal similarity, while the one having a major impact on advertisement with 'metaphor identification' is factor of Mere appearance and the one having a major impact on advertisement with 'allegory identification' is Relational similarity. The results of this study indicate that 'allegory identification' fits into an intuitive expectation held by common people. However, results from the empirical study are not able to confirm the two intuitive ideas which common people are holding universally ('simile identification' versus factor of Mere appearance while 'metaphor identification' versus factor Relational similarity), At the end of the article, the author not only discusses these statistical results, but also reviews a situation whether the method in a study is applicable to ambient media advertisements in the future.