| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 100 === In recent years, vendors of laptop in Taiwan escalated their brand value and
competence via delivering picture metaphoric advertisement to customers. However,
researches, about how picture metaphor advertising effected on technology product,
were missing.
In this thesis, an experimental approach was proposed to study about this topic. This
experimental approach consisted of three stages, including two pretests which were
using for selecting manipulatable picture metaphors and argument strengths, the other
one was for hypothesis testing, participated by 120 colledge students.
From research results, Elaboration Likelihood Model has been more persuasive in
laptop market for women than for men. Women facing strong argument product have
had higher advertising attitude, message-focused processing and affective response in
the picture metaphoric advertisement than in straightforward advertisement. On the
other hand, there were no differences between metaphoric and straightforward
advertisement when women faced a weak argument product description. That means
women have had sufficient abilities to know argument strengths, and they have
affected the metaphoric advertising in laptop market for women.
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