淡江大學機構典藏:Item 987654321/51966
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    題名: 隱喻廣告之趨勢及其對消費者態度之影響
    其他題名: The trend of metaphor advertisement and its impact on consumers’ attitude
    作者: 江振銘;Chiang, Chen-ming
    貢獻者: 淡江大學企業管理學系碩士在職專班
    王居卿
    關鍵詞: 隱喻廣告;產品涉入;消費者態度;Metaphor Advertisement;Product Involvement;Consumer Attitude.
    日期: 2010
    上傳時間: 2010-09-23 16:18:06 (UTC+8)
    摘要: 隱喻(metaphor)一辭源於修辭學中的修辭格，之後才慢慢地從語文的形式變成另一種視覺圖像的範疇，其內涵是將兩個原為不相關的事物，藉由移轉某種熟悉事務的相似性，而產生另一種新的認知關係。隱喻修辭既然是常見的廣告手法，在廣告中自然有其優勢存在，因此才會普遍地被廣告人所使用。本研究針對一些獲獎的隱喻廣告進行分類，以期有助於廣告設計的研究，並為實務界在廣告的製作上提供一些參考。
    本研究分為兩個階段進行，第一階段先透過廣告方面的專家利用內容分析法，分析2003至2007年時報廣告金像得獎作品-平面類的199則隱喻廣告，再依據Gregan-Paxon and John(1997)的分類將相似性區分為：「外觀相似性」、「關係比較」與「實質相似」等三類。第二階段進行縱貫面及橫斷面的研究。縱貫面研究在探討隱喻廣告所反映出之經濟背景的變化，結果發現不同類型的使用情形可以反映出經濟環境的好壞，其中外觀相似的使用次數與國民生產毛額較呈現一致的趨勢，實質相似的使用次數與民間消費成長率較呈現一致的趨勢。
    至於橫斷面之量化研究，主要是以2007年獲獎的不同類型隱喻廣告作為分析，以瞭解不同類型隱喻廣告與消費者態度間之關係（包括認知、情感及行為意圖），並且分析產品涉入程度的差異是否會干擾到不同類型的隱喻廣告與消費者態度之間的關係。本研究以一般消費者為受測母體，取得425份有效問卷，再依所獲得的資料進行統計分析，並用SPSS 12.0為本研究的統計分析工具，其方法包括：敘述性統計分析、信度分析、重覆量數變異數分析及混合設計二因子變異數分析。假說檢定結果指出，不同類型的隱喻廣告確實會影響消費者的態度，實質相似類的隱喻廣告較外觀相似及關係比較類的消費者態度為佳，而且產品涉入程度程度的不同也會影響消費者的態的態度，產品涉入程度高比產品涉入程度低者有著更佳的消費者態度。
    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.
    顯示於類別:[企業管理學系暨研究所] 學位論文

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