在現今資訊爆炸、產品多樣化的年代，如何提升消費者對於產品的認知程度、購買意願，是當今企業廠商的重大考驗之一。從過去的文獻中已經指出，隱喻廣告可以讓消費者對廣告產生興趣、投入廣告訊息，進而留下印象、加強其廣告效果。本研究探討兩種圖像隱喻廣告：外顯式隱喻廣告和內隱式隱喻廣告，並試圖了解消費者在面對有無文字隱喻的情況下，何種隱喻廣告類型會有較佳的廣告效果，並探討創意心智程度的差異對隱喻廣告效果之影響。
本研究以實驗設計法進行，廣告類型(無隱喻廣告 vs.外顯式隱喻廣告vs.內隱式隱喻廣告)、文字隱喻(有文字隱喻 vs.無文字隱喻)與消費者創意心智程度(高vs.低)三個自變數，為3x2組間設計，透過虛擬的廣告建構6種不同的實驗情境，創意心智則透過促發情境後分群，觀察消費者在面對不同的產品類型對不同的情境下所展現的廣告態度、品牌態度與購買意圖是否有所差異。
研究結果顯示，採用外顯式隱喻廣告之廣告效果比未採納隱喻之廣告效果好；加入文字隱喻的考量，研究顯示：文字隱喻帶來的效果會拉近外顯式和內隱式隱喻廣告之間廣告效果的差異；本研究也發現，對於高創意心智的受測者，外顯式隱喻廣告效果較內隱式隱喻廣告效果佳，而內隱式隱喻廣告較無隱喻廣告效果佳；反之，低創意心智的受測者則無此差異。綜合以上研究發現，企業在設計廣告方案時，在廣告的設計上可以運用文字隱喻的協助，讓消費者更容易進入廣告的情境，以獲得更好的廣告效果。

Since consumers are flooded by advertising nowadays, it is an important task for the advertisers to catch consumer attention and enhance their purchase attention. According to the advertising literature, metaphor advertising is commonly used to increase consumers’ interests toward an ad, involvement with an ad, ad elaboration and leads to ad effectiveness. This research proposes two types of metaphors: explicit vs. implicit. We also examine the moderating effects of verbal metaphor and creative mind-set on metaphor advertising effects.
The present study uses experimental design with a 3 (ad type: non-metaphor vs. explicit metaphor vs. implicit metaphor) x2 (verbal metaphor: with vs. without) x2 (creative mind-set: high vs. low) factorial design. Six different scenarios are established through fictitious product ads. Creative mind-set is classified based on a priming task. Ad effects are measured by attitudes toward the ad, attitudes toward the brand, and purchase intention to observe the responses under different scenarios.
The results indicate that the explicit metaphor advertising is more effective than the non-metaphor advertising. Moreover, verbal metaphor decreases the effect difference between explicit metaphor ad and implicit metaphor ad. As for consumers with high creative-mind, the ad effects of explicit metaphor advertising is better than the implicit metaphor advertising, and the implicit metaphor advertising is better than the non-metaphor advertising. On the contrary, no such differences are found for low creative mind-set consumers. The findings suggest that marketers should consider the verbal metaphor when they design the implicit metaphor advertising in order to improve the advertising effects.

論文審定書……………………………………………………………………………i
謝誌………………………………………………………………………………… ii
中文摘要………………………………………………………………………… iii
英文摘要 ……………………………………………………………………………iv
第一章 緒論…………………………………………………………………………1
第一節 前言 ………………………………………………………………1
第二節 研究背景 …………………………………………………………1
第三節 研究動機 …………………………………………………………3
第四節 研究目的與問題 …………………………………………………5
第五節 論文架構與研究流程 ……………………………………………6
第二章 文獻回顧……………………………………………………………………8
第一節 前言 ………………………………………………………………8
第二節 圖像隱喻廣告的概述 ……………………………………………8
一、修辭學與隱喻的起源與定義 ………………………………………8
二、隱喻在廣告上的使用………………………………………………10
三、隱喻在廣告上的分類………………………………………………10
第三節 文字隱喻…………………………………………………………14
一、廣告文字和文字隱喻………………………………………………14
二、文字隱喻對隱喻廣告之影響………………………………………15
第四節 消費者創意心智…………………………………………………16
一、消費者創意心智的定義……………………………………………16
二、創意心智對隱喻廣告之影響………………………………………17
第五節 小結………………………………………………………………18

第三章 研究設計與方法………………………………………………………19
第一節 前言………………………………………………………………19
第二節 研究架構與假設…………………………………………………19
一、圖像隱喻廣告對廣告效果的影響…………………………………19
二、圖像隱喻與文字隱喻對廣告效果的影響…………………………20
三、隱喻廣告與消費者創意心智對廣告效果的影響…………………21
四、文字隱喻、創意心智程度對圖像隱喻廣告效果的影響…………22
第三節 研究變數的操作型定義與衡量…………………………………23
一、自變數………………………………………………………………23
二、依變數………………………………………………………………27
三、個人差異變數………………………………………………………29
第四節 研究設計…………………………………………………………32
一、問卷題項設計………………………………………………………32
二、抽樣方式……………………………………………………………34
第五節 小結………………………………………………………………34
第四章 研究結果分析…………………………………………………………35
第一節 前言………………………………………………………………35
第二節 樣本背景資料分析………………………………………………35
第三節 信度分析…………………………………………………………36
第四節 研究設計之檢驗…………………………………………………36
一、隱喻廣告類型之操弄確認…………………………………………36
二、創意心智檢驗………………………………………………………38
三、潛在共變數檢定……………………………………………………40
第五節 研究假設之檢驗…………………………………………………40
一、以廣告態度為依變數之研究假設檢驗……………………………50
二、以品牌態度為依變數之研究假設檢驗……………………………55
三、以購買意願為依變數之研究假設檢驗……………………………59
第六節 受測者對實驗廣告的回應………………………………………59
第七節 小結………………………………………………………………61
第五章 結論與建議……………………………………………………………63
第一節 前言………………………………………………………………63
第二節 研究結果討論……………………………………………………63
第三節 研究貢獻…………………………………………………………65
一、理論貢獻……………………………………………………………65
二、實務貢獻……………………………………………………………66
第四節 研究限制…………………………………………………………67
一、以學生樣本為抽樣樣本……………………………………………67
二、隱喻廣告的設計……………………………………………………67
三、實驗設計法…………………………………………………………68
四、創意心智的操弄……………………………………………………68
第五節 未來研究與建議…………………………………………………69
第六節 小結………………………………………………………………69
參考文獻……………………………………………………………………………70
附錄 正式問卷…………………………………………………………………78

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