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題名：視覺隱喻程度對廣告效果之影響
書刊名：設計學研究
作者：黃詩珮 引用關係／王韋堯 引用關係
作者(外文)：Huarng, Shy-peih／Wang, Regina W. Y.
出版日期：2014
卷期：17:1
頁次：頁113-134
主題關鍵詞：隱喻廣告設計；廣告效果；Metaphorical advertising；Advertising effect
原始連結：連回原系統網址new window
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隱喻廣告透過巧妙偏移人類的認知，發展出許多趣味的廣告設計，使廣告效果更加提升。但研究也發現隱喻廣告中，主體與載體是否可以被消費者了解是設計時的重要關鍵。故本研究利用焦點團體訪談、專家評估與問卷調查法，探究隱喻廣告中主體與載體的相似程度對於廣告效果的影響性。本研究共分三階段：階段一、焦點團體討論，以現有得獎廣告樣本進行團體訪談，在這個過程中篩選出隱喻廣告設計的基礎，並得出消費者對廣告的反應。階段二、專家評估與分類，請專家根據訪談資料篩選樣本，與進行主載體相似程度、隱喻圖像設計的分類。階段三、廣告效果調查，將三種相似程度的樣本進行理解、購買、態度的問卷調查。結果顯示：高相似程度的隱喻廣告有較好的廣告效果，其次為中相似程度。建議在設計時，應要注意主載體間是否容易被消費者所理解，兩者的隱喻程度需在修辭評估上具有較高的相似性。在圖像設計時多採用結合設計，以保留二個造形間的特徵點進行融合，使觀者在認知日新圓形時，能以原有的經驗重新判斷結合後的新意涵，使廣告訴求能被認知與理解，以享受隱喻帶來的樂趣。
Metaphorical advertising can be used to skillfully distract human cognition, and thus, has developed many interesting advertisement designs, which can make an advertisement more effective. However, studies have found that in metaphorical advertisement, whether the topic and the vehicle can be understood by the consumers is the key in advertisement design. Therefore, this study conducted focus group interviews, expert review, and questionnaire survey to explore the impact of the similarity between the topic and the vehicle on the advertising effectiveness in a metaphorical advertisement. This study was divided into three phases: 1) focus group: using existing award-winning advertisements as samples for a focus group to discuss and in this process select the foundation for designing metaphorical advertising while also gauging consumer reaction towards these advertisements; 2) expert evaluation and classification: experts were invited to select samples based on the interview data, and classify the metaphorical graph design based on the similarity of the topic and the vehicle' 3) advertisement effectiveness survey: conducted a questionnaire survey on consumers' comprehension, purchase, and attitude toward three similar samples. The results showed that metaphorical advertisements with a high degree of similarity have better advertising effects than ones with a moderate degree of similarity. This study suggests that designers should pay attention to the similarity of the topic and the vehicle, and that such similarity should be easily understood by consumers. The topic and the vehicle should both have more metaphorical similarity in the rhetorical assessment. Combination designs should be used in graphic design as much as possible, in order to preserve and merge the characteristics of both the topic and the vehicle. Thus, when recognizing new graphic signs, the viewers should be able to re-judge the new implications based on their previous experience, understand the advertising purpose, and enjoy the metaphor.
期刊論文
1.Jeong, S. H.(2008)。Visual metaphor in advertising: Is the persuasive effect attributable to visual argumentation or metaphorical rhetoric?。Journal of Marketing Communications，14(1)，59-73。  new window
2.Phillips, Barbara J.(1997)。Thinking into It: Consumer Interpretation of Complex Advertising Images。International Journal of Advertising，26(2)，77-87。  new window
3.Toncar, Mark、Munch, James(2001)。Consumer Responses to Tropes in Print Advertising。Journal of Advertising，30(1)，55-65。  new window
4.Kaplan, S. J. A.(1992)。Conceptual analysis of form and content in visual metaphors。Communicatio，13(3)，197-209。  new window
5.Kinross, R.(1985)。The rhetoric of neutrality。Design Discourse，2(2)，18-30。  new window
6.Lin, P. C.、Yang, C. M.(2010)。Impact of product pictures and brand names on memory of Chinese metaphorical advertisements。International Journal of Design，4(1)，57-70。  new window
7.McCabe, A.(1988)。Effect of different contexts on memory for metaphor。metaphor and symbolic activity，3(2)，105-132。  new window
8.Phillips, B. J.、McQuarne, E. F.(2004)。Beyond visual metaphor: A new typology of visual rhetonc in advertising。Marketing Theory，4(1/2)，113-136。  new window
9.Pracejus, J. W.、Olsen, G. D.、O'Guinn, T. C.(2006)。How nothing became something: White space, rhetoric, history, and meaning。Journal of Consumer Research，33(1)，82-90。  new window
10.孫式文(20120100)。圖像設計與隱喻閱讀。新聞學研究，110，171-214。new window  延伸查詢new window
11.黃立己(20010700)。慣用語及慣用語的譬喻修辭。中國語文，89(1)=529，40-51。  延伸查詢new window
12.蔡奇睿(20100400)。環保海報的符號分析與隱喻性研究。藝術研究學報，3(1)，61-89。new window  延伸查詢new window
13.Scott, L. M.(1994)。Images in advertising:The need for a theory of visual rhetoric。Journal of Consumer Research，21(2)，252-273。  new window
14.吳岳剛、呂庭儀(20070700)。譬喻平面廣告中譬喻類型與表現形式的轉變：1974-2003。廣告學研究，28，29-58。new window  延伸查詢new window
15.McQuarrie, Edward F.、Mick, David Glen(2003)。Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising。The Journal of Consumer Research，29(4)，579-587。  new window
16.Boozer, Robert W.、Wyld, David C.、Grant, James(1992)。Using Metaphor to Create more Effective Sales Messages。The Journal of Business and Industrial Marketing，7(1)，19-27。  new window
17.Gentner, Dedre、Markman, Arthur B.(1997)。Structure Mapping in Analogy and Similarity。American Psychologist，52(1)，45-56。  new window
18.Gregan-Paxton, Jennifer、John, Deborah Roedder(1997)。Consumer Learning by Analogy: A Model of Internal Knowledge Transfer。Journal of Consumer Research，24(3)，266-284。  new window
19.McQuarrie, Edward F.、Mick, David Glen(1996)。Figures of rhetoric in advertising language。Journal of Consumer Research，22(4)，424-438。  new window
20.Morgan, Susan E.、Reichert, Tom(1999)。The Message is in the Metaphor: Assessing the Comprehension of Metaphors in Advertisements。Journal of Advertising，28(4)，1-12。  new window
21.林銘煌、黃慶賢(20020900)。比喻式設計的邏輯與產品功能認知之關連。設計學報，7(2)，1-22。new window  延伸查詢new window
22.莊明振、鄒永勝(19980600)。視覺傳達設計中視覺修辭應用的探討。設計學報，3(1)，101-119。new window  延伸查詢new window
23.Maclnnis, Deborah J.、Jaworski, Bernard J.(1989)。Information processing from advertisements: Toward an integrative framework。Journal of Marketing，53(4)，1-23。  new window
24.楊朝明、林品章(20070300)。隱喻修辭的視覺圖像與標題對廣告效果的影響。設計學報，12(1)，19-35。new window  延伸查詢new window
25.Ehses, H. J.(1984)。Representing Macbeth: A Case Study in Visual Rhetoric。Design Discourse，1(1)，53-63。  new window
26.Tom, G.、Eves, A.(1999)。The use of rhetorical devices in advertising。Journal of Advertising Research，39(4)，39-43。  new window
27.Gkiouzepas, L.、Hogg, M.(2011)。Articulating a new framework for visual metaphors in advertising。Journal of Advertising，40(1)，103-120。  new window
28.Ortony, A.、Reynolds, R. E.、Arter, J. A.(1978)。Metaphor: Theoretical and empirical research。Psychological Bulletin，85，919-943。  new window
學位論文
1.邱玉欽(2006)。隱喻平面廣告中意義層面與表現層面現況研究(碩士論文)。國立臺灣科技大學。  延伸查詢new window
2.魏幸玉(2010)。修辭的力量：文字修辭和視覺修辭廣告效果研究(碩士論文)。世新大學。  延伸查詢new window
3.賴艾如(2003)。平面廣告中隱喻之基底域與目標域相似性類型探討(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Forceville, C.(2006)。Pictorial Metaphor in Advertising。New York：Routledge。  new window
2.MacRury, I.(2009)。New Forms and Intimacies。New York：Routledge。  new window
3.McBurnet, D.H.、White, T.L.(2007)。Research Methods。U.S.A：Wadsworth。  new window
4.Skolos, N.、Wedell, T.(2008)。Image , Message: A Graphic Design Layout Workshop。Dalian：Dalian University Press。  new window
5.Stewart, D. W.、Shamdasani, P. N.(1999)。Focus Groups: Theoty and Practice。Taipei：Hongzhi Press。  new window
6.王鴻祥(2012)。隱喻設計。台北：王鴻祥出版。  延伸查詢new window
7.朱健強(2010)。平面廣告視覺設計。廈門：廈門大學。  延伸查詢new window
8.林淑黛(2008)。時報廣告獎30年精選特輯。台北：時報。  延伸查詢new window
9.崔國生(2009)。圖形創意設計。湖北：湖北美術社。  延伸查詢new window
10.Wells, William D.、Moriarty, Sandra E.、Burnett, John、陳尚永、蕭富峰(2006)。廣告學。臺北：華泰文化事業股份有限公司。  延伸查詢new window
11.Lakoff, George、Johnson, Mark、Chou, Shizhen(1980)。Metaphors We Live By。University of Chicago Press。  new window
12.Winner, Ellen、陶東風(1997)。創造的世界--藝術心理學。台北市：田園城市文化事業有限公司。  延伸查詢new window
13.林淑黛(2008)。創意精選4與5：時報廣告獎得獎作品集。台北市：時報。  延伸查詢new window
圖書論文
1.Kaplan, S.(2005)。Visual metaphors in print advertising for fashion products。Handbook of visual communication: Theory, methods, and media。  new window
2.Kjeldsen, J. E.(2012)。Pictorial argumentation in advertising: Visual tropes and figures as a way of creating visual argumentation。Topical Themes in Argumentation Theory: Twenty Exploratory Studies。Argumentation Library。  new window
 
 
 
 
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