隱喻是廣告常用的手法。使用隱喻可以引發閱聽眾深入的思考、產生解讀的樂趣以及抑制反駁論點的產生，進而提升廣告的說服力。但是對於不同可信度的廣告主而言，隱喻廣告的說服力也因「人」而異。本研究藉由實驗的方式，針對廣告訊息因素（隱喻廣告、直述廣告）及訊息來源者因素（高低廣告主可信度）兩個變數對於廣告效果的影響，結果顯示：1.對不同高低可信度的廣告主而言，隱喻廣告皆能使消費者產生較佳的廣告態度改變；2.對不同高低可信度的廣告主而言，隱喻廣告皆能使消費者產生較佳的品牌態度改變；3.消費者在行動意願上，無論廣告主可信度的高低，選擇用隱喻廣告手法的商品人數皆顯著於用直述廣告手法的商品。

Metaphor is used frequently in advertising. It stimulates elaboration, evokes pleasure, and reduces counterarguments, which in turn lead to increased persuasion. However, it remains to be seen if the persuasive effects of metaphorical advertising endure for advertisers with different levels of credibility.
The experiment examines how two levels of advertising message factors (metaphorical versus literal) and source credibility factors (high versus low) influence advertising effects. The outcome indicates that the metaphorical advertising can produce more Aad and AB changes in different advertiser credibility. Furthermore, subjects prefer recommending products manipulated by metaphorical advertising more than literal advertising, no matter what advertiser credibility.

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