The Effects of Personification on Metaphor Advertisement Communication

• Main Authors: Szu-Hua Wang, 王思樺
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/44130171713767880786

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.