The advertising effects of picture metaphor inmarketing communication strategy- An examplefrom Laptop’s advertisement

• Main Authors: Ying-Chu Chen, 陳盈竹
• Other Authors: Ren-Jye Shiau
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/fg475q

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.