The Effect of Visual Structure of Pictorial Metaphors on Advertisement Attitudes
The Effect of Visual Structure of Pictorial Metaphors on Advertisement Attitudes
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图像隐喻的视觉结构对广告态度的影响
DOI：
10.5539/ijms.v10n4p60
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发表时间：
2018
期刊：
影响因子：
--
通讯作者：
Xiao
中科院分区：
文献类型：
--
作者：
Shuo Cao;Huili Wang;Xiao
随着经济的发展，广告业也蓬勃发展起来，视觉隐喻在广告中被频繁使用。广告主通过视觉隐喻的运用，渴望给消费者留下深刻的印象，最终目的是要把广告中的产品卖出去。以往的视觉隐喻研究有助于更好地理解消费者的需求，并为广告设计者提供一定的指导。本研究采用混合结构的视觉隐喻来考察不同背景的人对广告的喜爱程度。本研究以101名中国大学生为被试，考察了他们对广告中视觉隐喻的欣赏程度。20套广告图片，涵盖了广泛的产品，分类概念和感知，测试方面的广告喜欢，阐述和理解。结果表明，功能和形状都相似的视觉图片在所有视角中均居首位，其次是形状不同功能相似的视觉图片，形状相似功能不同的视觉图片。形状和功能都不同的视觉图像最不受欢迎。此外，人口统计学分析显示，本科和硕士学位，女性和年轻一代的参与者更高的欣赏广告视觉隐喻。此外，本文的研究结果对广告中视觉隐喻的设计和管理具有一定的市场指导意义，对以大学生为目标受众的广告营销人员具有一定的参考价值。
With the development of the economy, the advertising industry has also flourished, and visual metaphors have been frequently used in advertising. Through the use of visual metaphor, advertisers are eager to give consumers a deep impression, and the ultimate goal is to sell the products in the ads. Previous visual metaphor research has contributes more to understand the needs of consumers better, and offered advertisers some guidance in the advertising design. The current study works on the liking degree of people of different backgrounds toward the ads using visual metaphor of hybrid structure. This study takes 101 Chinese college students as participants to measure the extent to which they appreciate the ads using visual metaphors. 20 sets of ad pictures, covering a wide range of products, categorized conceptually and perceptually, are tested in terms of ad liking, elaboration, and comprehension. The results indicate that the visual pictures that have both similar functions and shapes rank top in all the perspectives examined, followed by those having dissimilar shape and similar function and those having similar shape and dissimilar function. The visual pictures that are dissimilar both in shape and in function are least favored. In addition, demographical analysis was performed, showing a higher appreciation for the ad visual metaphors among participants of bachelor’s degree and master’s degree, females and younger generation. Moreover, the findings, with specific marketing implication for designing and managing visual metaphors in ads, are very valuable for marketers who target at college students.