隱喻的標題對飲料廣告效果之影響－以機能飲料為例

The Influence of The Metaphor Title on The Effect of Beverage Advertisement-Taking the Functional Beverage as The Example

洪忠聖(Jong-Sheng Horng)

隱喻 ； 標題 ； 廣告效果 ； metaphor ； title ； advertising effectiveness

台北海洋科技大學學報

12卷1期（2021 / 03 / 01）

1 - 14

繁體中文

廣告的主要目的在促銷自己的商品，藉由在媒體上的播放，讓消費者印象深刻，達到銷售商品的目的。一般廣告訊息的傳遞，大多數以視覺圖像和文字標題來表現，然而，標題是廣告的靈魂，廣告標題是最具訴求影響力的部分，不僅維繫了整個廣告的連貫性，同時也是吸引觀者對廣告注意。標題以最少的文字，表達出商品的優點特色，其功能不外乎引起讀者注意、點出商品利益與特性、解釋圖像等，在廣告中有畫龍點睛的重要效果。圖像與文字訊息的傳遞，兩者組合是否簡潔易懂，是影響廣告是否吸引人的重要因素。廣告針對目標對象所要陳述的主題，因為不同的消費市場而有不同的表現，通常以簡短的文句強而有力的訴求廣告概念，然而過於抽象的影像組合，不易為消費眾解讀，自然無法產生回饋與反應。廣告創意設計者運用了隱喻的表現手法，藉由標題與圖像互相提供線索，將文字與圖像連結成一個整體的詞彙，在緊密穩定的結構中，將所欲傳遞的訊息傳達出來。因此，如果要表達廣告的概念，標題與圖像互相搭配，將是一個較完整的訊息呈現方式。

The main purpose of the advertisement is to promote the product, which is broadcast on the media to attract the consumers to buy the product. Generally, the advertising messages are transmitted mostly by the visual images and text titles. However, the title is the soul of the advertisement as the most demanding and influential part, which not only maintains the coherence of the entire advertisement but also draws the viewer's attention to it. The title uses the least words to express the advantages and characteristics of the product. It is to attract attentions, point out the benefits and features, and explain the images like bringing the painted dragon to life by putting in the pupils of its eyes. In the transmission of images and text messages, the conciseness and comprehensiveness of the combination of them is the important factor that affects the attractiveness of the advertisement. The subject stated by the advertisement varies in different consumer markets to different targets. It is usually expressed in a brief and powerful way for the appealing of the advertisement. But sometimes the combination of image and text is too abstract for the consumers to understand, so there might be no feedback and response from the consumers. The creative designer of advertisement uses the metaphor to convey the message in the compact and stable structure by providing clues between the title and the image, and combining the word and image into a whole phrase. Therefore, matching the title and the image each other will be a more complete way to present the information and express the concept of the advertisement.

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