The Effects of Personification on Metaphor Advertisement Communication
碩士 === 銘傳大學 === 企業管理學系碩士班 === 101 === Nowadays, it’s not hard to see that plenty of advertisers use metaphor in ads. Likewise, personification is applied to ads to enhance ad communication. In addition, this research also discusses about how consumers at different construal level face different kind...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/44130171713767880786 |
| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 101 === Nowadays, it’s not hard to see that plenty of advertisers use metaphor in
ads. Likewise, personification is applied to ads to enhance ad communication. In
addition, this research also discusses about how consumers at different construal
level face different kinds of expression of personification. One 2(metaphor
advertisement: abstract vs. concrete) × 2(personification: face-focused vs.
motion-focused) × 2(construal level: high vs. low) between-subject design was
conducted. The results reveal that a concrete metaphor ad induces better ad
communication. Besides, when a consumer is exposed to a concrete metaphor ad,
face-focused personification induces better ad communication effects than
motion-focused personification. When a consumer is at a low construal level,
face-focused personification induces better ad communication than
motion-focused personification. This research is helpful for the development of
academic theory and advertisement strategies.
|
|---|