視覺隱喻程度對廣告效果之影響

The Impact of Visual Metaphors on Advertising Effects

10.30105/JDS.201407_17(1).0006

黃詩珮(Shy-Peih Huarng)；王韋堯(Regina W. Y. Wang)

隱喻廣告設計 ； 廣告效果 ； Metaphorical Advertising ； Advertising Effect

設計學研究

17卷1期（2014 / 07 / 01）

113 - 134

繁體中文

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.

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