譬喻平面廣告中譬喻類型與表現形式的轉變：1974-2003

The Transformation of Metaphor Types and Expression Styles in Print Metaphorical Advertisements: 1974-2003

思考是譬喻的本質，語文是譬喻思考的「表象」。同樣的，廣告如同語文，也是譬喻思考的一種表達形式。因此，譬喻廣告可以分成「譬喻」跟「廣告表現」兩個層面來觀察。本文抽樣1974－2003年三大報1,078則廣告進行內容分析，以了解譬喻廣告的應用如何隨時代而改變。結果顯示：（1）譬喻廣告越來越常見。（2）在譬喻類型上，「關係相似」一直佔90%左右。（3）在表現形式上，「圖像譬喻」越來越多，「圖文譬喻」越來越少；「結合」越來越多，「並置」越來越少。（4）廣告中有10%左右的譬喻，是以文字（標題）呈現。（5）視覺失衡的現象越來越多。

The essence of metaphor is thought, and language is the surface realization of thinking metaphorically. Similarly, advertising is like language, and is also a form of expressing metaphoric thoughts. Therefore, metaphoric ads can be observed on the levels of 'metaphor' and 'advertising expression.' This study content-analyzes 1078 ads sampled from three major newspapers during 1974-2003 to understand how metaphoric ads transform with time. The results indicate: (1) Metaphoric advertisements appear more often than ever. (2) In terms of metaphor types, 'relational similarity' has 90% share. (3) In terms of expression styles, 'pictorial metaphor' increases and 'verbo-pictorial' metaphor decreases gradually; 'fusion' increases and 'juxtaposition' decreases gradually. (4) Ten percent of metaphors are presented verbally (via headlines). (5) The phenomenon of visual dissonance are growing with time.