Study On The Impact Of Metaphor Advertising On Consumers’ Attention And Persuasion

Metaphor is a common image rhetoric.It can make advertisements more vivid,appealing,and strengthens the artistic sense of advertisements.Metaphor is used frequently in advertising.At present,the percentage of metaphor in advertising is nearly 86%.Although the use of metaphor has become a trend,the audience is always browse ads fastly,it seems that simple and straightforward advertising is also important,firms are caught in a dilemma between choosing metaphor ads and straight ads.And is metaphor advertising can be applicable to every products and scenarios? Whether there are boundary conditions in the advantages of attention and persuasion effect?How to make the arts matched with products and marketing strategies,making the advertisements more effective?These questions still need to be resolved.Building on the Elaboration Likelihood Model,this study using eye tracking analysis method and questionnaire survey,to analysis advertisement effectiveness from the point of view of type of advertising,products and audience.Study one employs 2(type of advertising: straight advertising versus metaphor advertising)× 2(product involvement:low product involvement versus high product involvement)between subjects repeated experiment,we use eye tracking to examine the influence of visual metaphor advertising on consumer attention and recognition.Results show that there will be a two-way interaction between product involvement and type of advertising,metaphor advertising using tropes can significantly enhance the degree of consumer attention and recognition.However,the effectiveness of visual metaphor seems limited to low involvement products.To high involvement products,this strength does not exist.Study two employs 2(type of advertising:straight versus metaphor advertising)×2(personal involvement:low personal involvement,high personal involvement)between subjects experiment,we use eye tracking to examine the influence of metaphor advertising on consumer attention and persuasion(advertiding attitude and branch attitude).Results show that there will be a two-way interaction between personal involvement and type of advertising,metaphor advertising using tropes can significantly enhance the degree of consumer attention and attitude.However,the effectiveness of visual metaphor seems limited to low personal involvement.To high personal involvement,this strength does not exist.According to the results of two experiments,we suggest that advertisers can combine metaphor advertising with low involvement products and person,to improve the attention and persuasion effect of the ads.High involvement products and person can use straight advertising.The conclusions of this study can provide important theoretical contributions and practical guidance for the adoption of advertising types and the boundary conditions of the advantages of metaphor advertising.