隱喻的視覺圖像對廣告效果的影響

The Effect of Visual Metaphor Image on Advertising effectiveness

洪忠聖(Jong-sheng Horng)

隱喻 ； 視覺圖像 ； 廣告效果 ； metaphor ； visual image ； advertising effectiveness

台北海洋科技大學學報

10卷2期（2019 / 10 / 01）

81 - 93

繁體中文

大多數的平面廣告都是以視覺圖像和文字標題來表現，廣告創意人員在表達廣告設計中，除了標題文案的設計外，更試圖在圖像的隱喻上推敲，希望藉此加強廣告中訊息的效果，以提昇消費者對商品的好感度與購買意願。不同的消費市場，有不同的目標對象（Target Audience），所以針對市場的區隔，有不同圖像與文字訊息的傳遞，不會因為消費者生活經驗與文化背景的差異，而產生解讀的不同，造成訊息傳達上的誤解，雖然隱喻是廣告常見的表現手法，但也不是所有的隱喻廣告都一樣容易被解讀。某些廣告在「隱喻」的層級上沒有很明確的相似性，所以解釋的空間很大。本文歸納分析後將之區分為：（1）主體（topic）－商品的特性（2）載體（vehicle）－視覺圖像的配置。當消費者解讀載體的意義時，隱喻就是藉由主體與載體的並置（juxtaposition）產生比喻，體驗或詮釋事物的特性，在主體與載體兩者之間的關係上產生不一樣的廣告效果。

Most print advertisements are expressed by visual images and text headlines. When the advertising creative staff is conveying the advertisement designs, besides emphasizing on title text design, they will also attempt to pay attention to metaphor images, hoping to strengthen the effectiveness of advertisement messages and enhancing the goodwill and purchase willingness of the consumers. As different consumer markets have different target audiences, it is necessary to convey different images and text messages for different types of market segmentation. No interpretation variances should be generated because of different consumer life experiences and cultural backgrounds to cause a misunderstanding of message communication. Although the metaphor is a common advertising expression, not all metaphorical advertisements can be equally interpreted easily. As some advertisements do not have a clear similarity at the level of ＂metaphor,＂ there is a lot of room for interpretation. After conducting an inductive analysis, this study has classified the metaphor into (1) topic - the characteristics of commodities, and (2) vehicle - the configuration of visual images. When consumers interpret the meaning of the vehicle, the metaphor will be created by the juxtaposition of the topic and vehicle to experience or interpret the characteristics of the object, and produce different advertising effects on the relationship between the topic and vehicle.

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