可口可樂廣告中的隱喻探析

An Analysis of Metaphors in Coca-Cola Advertising

可口可樂公司前老闆伍德拉夫曾言：「可口可樂99.61%是碳酸、糖漿和水，如果不進行廣告宣傳，那還有誰會喝它呢？」，可口可樂的廣告從最早期直白到沒有技巧可言的「Drink Coca-Cola」（1886）到最新的「Taste the Feeling」（2016），這當中又加入了多少隱喻的設計元素，使接收者即使在「Coca-Cola」都沒出現在廣告詞的情況下，也能順利接收到可口可樂想要傳遞的訊息？
本文將從可口可樂的圖文廣告中加以分析隱含其中的隱喻元素，並運用完形心理學的角度，探究可口可樂是如何在廣告的圖像中達到令接收者心領神會的效果。

Woodruff, the former boss of the Coca-Cola Company, once said: ''99.61% of Coca-Cola is carbonated, syrup and water. If it is not advertised, who will drink it?'', Coca-Cola's advertising is straightforward from the earliest stage to no skill at all. From the ''Drink Coca-Cola'' (1886) to the latest ''Taste the Feeling'' (2016), how many metaphorical design elements have been added to it, so that the receiver does not appear in the advertising slogan even in ''Coca-Cola'' In this case, can you successfully receive the message that Coca-Cola wants to deliver?
This article will analyze the metaphorical elements implicit in Coca-Cola's graphic advertisements, and use the perspective of Gestalt psychology to explore how Coca-Cola achieves the effect of making the recipients understand in the advertisement's image.