| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 98 === The usage of “metaphor” came from figures of speech in rhetoric and has been gradually transformed from linguistic into visual/graphic domain. Metaphor connects 2 irrelevant things by transforming some common similarity and generates a brand new cognitive relationship. Nowadays, metaphor has been used frequently in the rhetoric of advertisements. Therefore, it may be a powerful mechanism which makes it be adapted so popular in advertising industry. The survey has collected the awarded advertisements that adapted metaphor methodology and categorized them as a base for succeeding advertising research and a useful reference for advertisement production.
There are two stages in this survey. The first stage asked advertisement experts to analyze 199 print advertisements which adopted metaphors base on content analysis methodology. The advertisements were selected from the print advertisement winners of China Times Advertising Awards from 2003 to 2007.They were sorted by 3 categories of “mere appearance”, “relational comparison “and “literal similarity” which base on Gregan-Paxon and John(1997). In the second stage, the survey exercised longitudal and cross-section study. As the vertical domain, it examined the conditions of economic background which the metaphor advertisements reflected. The results showed that the types of different methodology could reflect the economic conditions. For example, the usage frequency of mere appearance matched the curve of GDP growth and the usage frequency of literal similarity matched the curve of civil consumption growth.
In terms of the cross-section quantitative aspects, the survey analyze the 2007 awarded advertisements which adopted metaphors and find out the relationship between advertisements of various types and consumer’s attitudes which include cognition, emotion and the intention of behavior. Also, the survey has analyzed if the depth of product interference would interfere the relationship between the metaphor advertisements of different category and consumer’s attitudes. The survey’s population was base on general consumers. And the number of valid questionnaire is 425. On the base, we proceeded statistics analysis with SPSS 12.0 software as the statistics analysis tool. The analysis the survey had proceeded includes narrative statistics analysis, reliability analysis, repeated measures ANOVA and mixed design ANOVA. According to the examination results base on the assumption, the metaphors used by the advertisements do affect consumer’s attitude. The advertisements adopting literal similarity metaphor has better effect on consumer attitude than the advertisements adopting relational comparison and/or mere appearance metaphor. Also, the interference of product can influence consumer’s attitude. The results of the survey indicate that the consumers with higher product interference have more positive attitude than the consumers with lower product interference.
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