譬喻修辭法對廣告效果之探討

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紀彣岳(Wen-Yueh Chi) 查詢紙本館藏

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論文名稱

譬喻修辭法對廣告效果之探討

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摘要(中)

所有的廣告，不管種類為何，都大致可以區分為「文字」與「非文字」兩部分，文字部分可能包括標題、解說文..等。非文字部分，則可包括圖案、影像、聲音..等。Eco早在1979 年便提到「文字可能吸引人；可能讓人得到樂趣；可能被認同與贊成，所以理所當然，消費者在閱讀廣告時，會受到文字結構這種特殊的因子所影響」。中文的修辭法本身即是種特殊的文字結構，因此可能會獲得消費者的關注。進而影響回憶效果。
本研究以國人平時應用最廣泛的修辭法—譬喻格下手，在譬喻修辭法的喻體、喻詞、喻依三組成要素中，針對喻依部分作一些變數的探討。目的想瞭解喻依中的譬喻物若具代表性、對譬喻物加入相關情境的描述、或使用不同修辭法去構建喻依時，會不會對回憶效果有正面影響。此外尚探討廣告中圖文關連性與回憶效果間的關係，以及受測者特性、情緒、購買涉入等因素對回憶的干擾效果。期望能透過本研究找出最具廣告效果的譬喻手法，以提供業界在設計廣告文案時的參考。最後所獲致的結果如下：
一、喻依中譬喻物具代表性時，會有較佳的產品屬性回憶。
二、喻依中使用不同的修辭分類，其回憶效果沒有顯著差異。
三、喻依中對譬喻物加註情境描述，會有較佳的產品屬性回憶。
四、廣告中圖文若具關連性時，會有較佳的產品屬性回憶。
五、修辭分類的回憶效果會受到購買涉入程度所影響。
六、情緒與受測者特性的干擾效果則不顯著。

關鍵字(中)

★ 譬喻修辭法
★ 廣告效果
★ 回憶
★ 圖文關連性
★ 情緒
★ 購買涉入

關鍵字(英)

論文目次

-目錄-
第壹章緒論………………………………….…………….1
第一節研究動機………………………………………………….1
第二節研究目的………………………………………………….3
第三節研究流程………………………………………………….4
第貳章文獻探討………………………………………….5
第一節廣告……………………………………………………….5
第二節修辭的概念……………………………………………….9
第三節涉入………………………………………………………16
第四節正向情緒的作用…………………………………………21
第參章研究方法與設計…………………………………25
第一節研究架構…………………………………………………25
第二節研究假設…………………………………………………28
第三節變數之操作型定義與衡量………………………………34
第四節前測實驗…………………………………………………37
第五節研究設計…………………………………………………40
第肆章資料分析…………………………………………45
第一節資料分析方法……………………………………………45
第二節假說驗證…………………………………………………47
第伍章研究結論與建議……………………………………72
第一節研究結論…………………………………………………72
第二節理論上的貢獻……………………………………………76
第三節實務上的貢獻……………………………………………77
第四節研究限制…………………………………………………78
第五節對後續研究的建議………………………………………79
參考文獻…………………………………………………….80
附錄一……………………………………………………….85
附錄二……………………………………………………..95
附錄三……………………………………………………..99

參考文獻

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2002-7-11

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