| Summary: | 碩士 === 國立屏東商業技術學院 === 國際企業所 === 101 === Abstract
In marketing research, advertising in our lives is obvious
that some advertisers charm often deep value life, is worth
exploring, so this study can be seen everywhere in life, the
automobile print ads as research and analysis, and humorous and
metaphorical appeal Discovery on advertising impact efficiency
and increased advertising attitude, brand attitude and
purchase intention-oriented, in order to understand the impact
of significant differences in the meantime.
This study shows that different advertising appeals, there
are significant differences in attitudes to advertising; high
humor advertising and high metaphors advertising have higher
advertising attitude, and attitude toward the ad and brand
attitude will positively affect purchase intention.
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