隱喻式廣告常見於平面廣告中，係廣告主與創意者慣用的廣告手法之一，其藉由圖、文婉轉隱約的載體設計，運用事物類比相互映射的概念，以「A即是B」或「A之於B」就像「C之於D」的運作方式，將兩個原本不相干的事物或概念，透過彼此之間某中關聯性的相似點，藉以達到說服溝通的目的。本研究以兩個階段的實驗設計，探討隱喻廣告之視覺圖像與廣告標題的關聯性，對廣告態度、品牌態度與購買意願的影響；以及探討隱喻廣告之產品圖像與品牌名稱的提示差異對廣告記憶的影響。第一階段的研究：以3×2受測者間六個情境的實驗設計，進行「視覺圖像的隱喻相似性類型」（象徵相似隱喻、外觀相似隱喻、關係相似隱喻）與「廣告標題的修辭與否」（標題有修辭、標題無修辭）等兩個自變數的操控，並以「廣告涉入程度」（高涉入度、低涉入度）為干擾變數，檢定對廣告態度、品牌態度與購買意願的影響。第二階段的研究：以3×2受測者內六個情境的實驗設計，進行「視覺圖像的隱喻相似性類型」（象徵相似隱喻、外觀相似隱喻、關係相似隱喻）與「廣告訊息提示的差異」（產品圖像、品牌名稱）等兩個自變數的操控，檢定對隱喻廣告記憶（廣告回憶、廣告再確認）的影響。
實驗所獲得的資料，最後歸納出十項顯著結果：（1）廣告標題修辭與否會對廣告態度、品牌態度與購買意願造成影響；（2）外觀相似隱喻之廣告標題無須修辭即會有良好廣告態度；（2）關係相似隱喻的廣告需仰賴標題的修辭廣告態度才會大幅提昇；（3）外觀相似隱喻的廣告標題若經修辭後則會有較佳的品牌態度和購買意願；（4）隱喻相似類型的差異會對廣告態度及品牌態度造成影響；（5）視覺圖像的隱喻基本類型之差異會對消費者的廣告記憶造成影響；（6）標題的修辭會提升廣告高涉入者的購買意願；（7）標題的修辭會提升廣告低涉入者的廣告態度與品牌態度；（8）產品圖像與品牌名稱的訊息暗示之差異會對消費者的廣告記憶造成影響；（9）象徵、外觀相似隱喻以產品圖像為主的訊息暗示會有較佳的廣告記憶；（10）關係相似隱喻以品牌名稱為主的訊息暗示會有較佳的廣告記憶。
消費者會依循個人生活經驗、文化關聯與知識學習，去理解隱喻廣告的意涵。因此，除了視覺圖像的載體隱喻之外，若能同時輔以隱喻標題的綴飾，會更容易喚起消費者自我經驗的記憶，對於廣告溝通效果則有加分的作用。在設計隱喻廣告時先確立目標消費群，若能針對消費族群的基模加以設計載體，方可達到扣扳機的功效。此外，較複雜的隱喻廣告類型，消費者需要投入更多想像力廣告理解方能達成，本研究建議該類型的廣告，可將品牌名稱融入於文案之內，引導消費者進入解讀訊息的起點，亦重複加強商品的訊息，讓消費者瞭解廣告內容進而強化廣告記憶。最後，不論任何隱喻類型的廣告，都需要避免廣告文本太過曖昧不知所云，對此廣告內容可藉由產品圖像與品牌名稱的暗示，讓訊息的解讀有所聯結，除了協助消費者發揮想像力，從解讀廣告文本中獲得到愉悅感之外，也可以加深消費者的廣告記憶，進而達到良好的廣告效果。

Commonly seen in print advertisements, metaphorical advertising is one of the most common advertising methods used by advertisers and creative people. The tactful and indistinct carrier designs of pictures and text that use analogy mapping and the operation of “A is B” or “A is to B what C is to D” make two originally unrelated objects or concepts related by their similarities. This achieves the purpose of communication and persuasion. This study uses a two-stage experimental design to investigate the effects of the connection between visual images and advertisement headlines with metaphor advertising on attitudes towards advertising, brand attitudes, and purchasing intentions. This study investigated the effects of differences between the cues from product images and brand names in metaphor advertising on advertising memories in consumers. The first stage of the study was based on an experimental design with 3×2 between-subjects in six scenarios. This study maneuvered these two independent variables, namely “similar types of metaphors in visual images” (symbol-similarity metaphor, appearance-similarity metaphor, relation-similarity metaphor) and “whether rhetoric was embedded in advertising headlines” (headlines with rhetoric and headlines without rhetoric). This study examined the impact of “the level of advertising involvement” (high-involvement and low-involvement), which served as a moderating variable, on attitudes towards advertising, brand attitudes, and purchasing intentions. The second stage of this study was based on an experimental design with 3×2 within-subjects in six scenarios. This study maneuvered the two independent variables, namely “similar types of metaphors in visual images” and “differences in the cues of advertising messages” (product images and brand names). The impact of these two independent variables on the memory of metaphor-advertising (advertisement recall and advertisement recognition) was also analyzed.
The results were summarized as follows: (1) Whether advertising headlines have embedded rhetoric affected attitudes towards advertising, brand attitudes, and purchasing intentions; (2) Without rhetoric, advertising headlines having metaphors with similar appearances resulted in positive attitudes toward advertising; (3) Advertisements that have metaphors with similar relationships need to rely on headline rhetoric so that the attitudes towards advertising would increase; (4) If advertisement headlines having metaphors with similar appearances were modified with rhetoric, then the results would be better brand attitudes and purchasing intentions; (5) Differences between metaphors that are similar affect attitudes towards advertising and brand attitudes; (6) The differences in the basic types of metaphors of visual images had an impact on consumers’ advertising memories; (7) The rhetoric of headlines increases the purchasing intentions of consumers that were highly involved with the advertisements; (8) The rhetoric of headlines enhances advertising attitudes and brand attitudes for consumers with low involvement in advertisements; (9) The differences between the cues of product images and brand names could influence consumers’ advertising memories; (10) Message cues based on brand names having metaphors with similar relationships would result in better advertising memories.
Consumers understand the meaning of metaphor advertising based on their life experiences, cultural connections, and education. Besides the carrier metaphor of visual images, the embellishment of metaphor headlines, at the same time, can easily arouse consumers’ memories from their own experiences. This is a positive affect for advertising communication. In designing a metaphor advertisement, confirming the target consumers is first. If the carrier is designed using a schema of consumers, then the trigger effect is achieved. In addition, with more complex types of metaphor advertisements, consumers need to use more imagination to understand these advertisements. This study suggests that such type of advertisements can integrate brand names with text designs. This serves as a guide for consumers to decode the messages. Repeatedly emphasizing product messages can also let consumers understand the advertisement content and further strengthen their advertising memories. Finally, regardless of any type of metaphor advertisements, if advertisement text is vague and confusing, then it should be avoided. For this type of advertisement content, product images and brand names can be used to help make consumers decode messages. This not only enables consumers to apply their imagination and gain a sense of happiness therein, but also deepens their advertising memories, achieving excellent advertising effects.

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