| Now metaphor is used frequently in advertising. It stimulates elaboration, evokes pleasure, which in turn lead to increased persuasion. This thesis analysis advertisement effectiveness from the point of view of audience that introduce variable about audience in analysis frame. This study adopt experiment to measure the effect between psychogenic factors and advertisement effectiveness. On the basis of communication theory and the conclusion of other investigator, my objective is to validate and reinforce those conclusion, give more theory and practice help to advertisement designer.The objective of this study was to evaluate the effectiveness of advertising rhetoric and trope. The"degree of advertising involvement"and"the type of advertisement"acted as independent variable. Three dependent variable, attitude toward the advertisement, attitude toward the brand and purchase intention, were used to measure the response to each design, while a conventional type of advertising rhetoric was used as comparative base. A forced-exposure experiment was conducted with a 2 X 2 design. The PII scale was used to measure the degree of involvement, the internal consistency value(α) is 0.928. Semantic differential scales were used in the questionnaire, and 96 effective questionnaires were collected. Results indicated that 1) the metaphor could generate better advertisement attitude than the normal type of advertisement only when it was applied to those people with higher advertising involvement; 2) the audience of low-involvement was unsignificantly effected by the type of advertisement; 3) the purchase intention was unsignificantly effected by both the metaphorical advertisement and the normal advertisement. The study allowed the conclusion that the metaphor had better performance when there was high advertising involvement, except the purchase intention. These finding are discussed and implications for advertising practitioners are offered. |
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