現代的消費者面臨蜂擁而至的大量廣告，導致消費者對廣告訊息缺乏興趣，因此如何引起消費者對廣告訊息的投入是廣告商目前的挑戰。從過去的文獻中，修辭學偏離的應用相當廣泛，也可以鼓舞閱聽者。特別是修辭學中的隱喻，採納隱喻於廣告中可以延伸多面向的思考，增強廣告的回應率。本研究試圖了解消費者對面對不同的產品類型時，其所偏好的隱喻廣告類型為何，並延伸探討個人差異之認知需求程度對隱喻廣告效果之影響。
本研究以實驗設計法進行，操弄隱喻廣告類型(無隱喻廣告vs.外顯式隱喻廣告vs.內隱式隱喻廣告)與產品類型(實用性產品vs.享樂性產品)兩個自變數，為3Ｘ2因子設計，認知需求的程度則是透過直接測量，透過研究者所設計之不同的隱喻廣告類型與產品類型建構6種不同的實驗情境，觀察消費者在面對不同的產品類型對不同的隱喻廣告之下的態度與購買意圖。
研究結果顯示，如同過去學者之驗證，有採納隱喻之廣告效果確實比未採納隱喻之廣告效果好；加入產品類型的考量，研究顯示，消費者在面對實用性產品時，偏好將產品放置隱喻圖片內之外顯式隱喻廣告；反之，消費者在面對享樂性產品時，偏好需要較多思考的內隱式隱喻廣告；最後，本研究也發現，認知需求高之消費者對隱喻廣告的廣告態度較好，而且認知需求對外顯式隱喻廣告的調節較內隱式隱喻廣告佳。

Contemporary consumers are deluged by advertising. Their lack of interest and defense has challenge advertisers to motivate consumers to process ads. From the advertising literature, rhetorical devices can be attention getting, arousing, affect inducing and memorable. Specifically, the use of metaphors expends dimensional thinking and enhances ad responses. This research proposes two types of metaphors (explicit vs. implicit) and examines the effects of product type and need for cognition on metaphor advertising.
The present study uses experimental design with a 3(metaphor advertising: non-metaphoric vs. explicit-metaphoric vs. implicit-metaphoric) x 2(product type: utilitarian vs. hedonic) factorial design. Need for cognition is measured. Six different scenarios are established through fictitious product ads, and the ad effects are measures by attitude toward the brand and purchase intention to observe the response under different scenarios.
The results indicate that the metaphor advertising is more effective than the non-metaphor advertising, which is consistent with previous studies. There is an interaction effect between the type of metaphor and product type. The explicit metaphor is more effective than implicit metaphor in promoting an utilitarian product. On the contrary, the implicit metaphor is more effective than the explicit metaphor in promoting a hedonic product. High need of cognition enhances the effects of metaphor advertising. Compared with those who have lower level of need for cognition, the individuals who have higher level have more favorable attitudes toward the product and stronger purchase intention, especially on explicit metaphor.

目錄
頁數
中文摘要---------------------------------------------------------- 一
英文摘要---------------------------------------------------------- 二

第壹章 緒論---------------------------------------------------- 1
第一節 前言---------------------------------------------------- 1
第二節 研究背景------------------------------------------------ 1
第三節 研究動機------------------------------------------------ 2
第四節 研究目的與問題------------------------------------------ 3
第五節 研究架構與研究流程-------------------------------------- 4
第貳章 文獻回顧------------------------------------------------ 6
第一節 前言---------------------------------------------------- 6
第二節 隱喻廣告的概述------------------------------------------ 6
一、 修辭學與隱喻-------------------------------------------- 6
二、 隱喻與其在廣告的應用------------------------------------ 7
三、 隱喻廣告的分類------------------------------------------ 10
第三節 產品類型------------------------------------------------ 12
第四節 認知需求------------------------------------------------ 13
一、 認知需求的定義與基本意涵-------------------------------- 13
二、 認知需求與推敲可能模式---------------------------------- 14
第五節 小結---------------------------------------------------- 15
第参章 研究設計與方法------------------------------------------ 16
第一節 前言---------------------------------------------------- 16
第二節 研究架構與假設------------------------------------------ 16
一、 隱喻廣告對廣告效果的影響--------------------------------- 16
二、 隱喻廣告與產品類型對廣告效果的影響---------------------- 16
三、 認知需求對隱喻廣告效果的影響---------------------------- 18
四、 認知需求程度、產品類型對隱喻廣告效果的影響-------------- 19
第三節 前測---------------------------------------------------- 20
一、 前測問卷設計-------------------------------------------- 20
二、 前測分析結果-------------------------------------------- 20
第四節 研究變數操作型定義與衡量-------------------------------- 22
一、 自變數-------------------------------------------------- 22
二、 依變數-------------------------------------------------- 23
第五節 研究設計------------------------------------------------ 24
一、 問卷題項設計-------------------------------------------- 24
二、 抽樣方法------------------------------------------------ 26
第六節 小結---------------------------------------------------- 26
第肆章 研究結果分析-------------------------------------------- 27
第一節 前言---------------------------------------------------- 27
第二節 樣本背景資料分析---------------------------------------- 27
第三節 信度分析------------------------------------------------ 28
第四節 研究設計之檢驗------------------------------------------ 28
一、 隱喻類型操弄確認---------------------------------------- 28
二、 產品類型操弄確認---------------------------------------- 28
三、 潛在共變數檢定------------------------------------------- 29
第五節 研究假設之檢驗------------------------------------------ 30
一、 以對品牌態度為依變數進行研究假設檢驗--------------------- 31
二、 以對購買意圖為依變數進行研究假設檢驗--------------------- 34
第六節 小結---------------------------------------------------- 38
第伍章 結論與建議---------------------------------------------- 39
第一節 前言---------------------------------------------------- 39
第二節 研究結果討論-------------------------------------------- 39
第三節 研究貢獻------------------------------------------------ 41
一、 理論貢獻------------------------------------------------ 41
二、 實務貢獻------------------------------------------------ 42
第四節 研究限制------------------------------------------------ 42
一、 抽樣樣本為學生樣本-------------------------------------- 42
二、 實驗設計法---------------------------------------------- 43
第五節 未來研究建議-------------------------------------------- 43
一、 其它隱喻廣告類型---------------------------------------- 43
二、 產品分類的完整性---------------------------------------- 43
三、 其他產品分類-------------------------------------------- 44
四、 其他干擾變數的影響-------------------------------------- 44
第六節、 小結-------------------------------------------------- 44
參考文獻---------------------------------------------------------- 46

附錄一、前測問卷-------------------------------------------------- 51
附錄二、正式問卷-------------------------------------------------- 53

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