管理评论

›› 2017, Vol. 29 ›› Issue (9): 133-142.

• 市场营销 • 上一篇    下一篇

“直白”还是“含蓄”？基于卷入度和图文修辞方式的广告效果研究

吴水龙1, 洪瑞阳2, 蒋廉雄3, 张新乐4   

  1. 1. 北京理工大学管理与经济学院, 北京 100081;
    2. 清华大学经济管理学院, 北京 100084;
    3. 中山大学国际金融学院, 广州 510275;
    4. 中信银行广州分行, 广州 510613
  • 收稿日期:2016-05-17 出版日期:2017-09-28 发布日期:2017-10-09
  • 作者简介:吴水龙,北京理工大学管理与经济学院副教授,博士;洪瑞阳,清华大学经济管理学院博士研究生;蒋廉雄,中山大学国际金融学院教授,博士;张新乐,中信银行广州分行高级业务经理。
  • 基金资助:

    国家自然科学基金面上项目（71372017；71372152）。

Direct Expression or Indirect Transmission? An Empirical Study on the Impacts of Metaphors and Consumer's Involvement Level on Advertising

Wu Shuilong1, Hong Ruiyang2, Jiang Lianxiong3, Zhang Xinle4   

  1. 1. School of Management and Economics, Beijing Institute of Technology, Beijing 100081;
    2. School of Economics and Management, Tsinghua University, Beijing 100084;
    3. International School of Business & Finance, Sun Yat-sen University, Guangzhou 510275;
    4. China CITIC Bank Guangzhou Branch, Guangzhou 510613
  • Received:2016-05-17 Online:2017-09-28 Published:2017-10-09

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摘要：

隐喻是广告常用的手法，合理、巧妙地使用隐喻可有效提升广告说服力。从受众和广告信息的角度出发，聚焦隐喻广告对广告效果的影响边界，采用实验法进行研究：通过2（受众卷入度：高，低）×2（广告信息类型：隐喻，直述）的双因素组间随机实验探究受众卷入度、广告信息类型对广告效果的影响；针对广告图文修辞方式的不同组合对广告效果的影响进行了两组单因素实验研究。结果表明：相对于直述广告，隐喻广告能产生更好的广告效果；在广告信息类型对广告效果的影响效应中，受众卷入度起到了调节作用；隐喻广告图片中，采用隐喻手法的文字标题能产生更好的广告效果（相对于采用直述手法的文字标题），而在直述广告图片中，广告效果不受文字标题表达方式的影响。研究结论对营销传播实践具有管理启示作用。

关键词: 隐喻广告, 卷入度, 图片隐喻, 标题隐喻, 广告效果

Abstract:

Metaphor is used frequently in advertising, which can lead to deeply thinking and increased persuasion. This paper analyses advertisement effectiveness from the point of view of audience and the advertising information types. Through two between-subjects experimental designs, the first experiment examines how two levels of advertising message factors (metaphorical versus literal) and involvement factors (high versus low) influence advertising effects. While the second experiment examines how two levels of headline type factors (metaphorical versus literal) influence advertising when the picture is metaphorical and when it is literal. The findings indicate that the metaphor could generate better attitude of advertisement (Aad) and attitude of brand (Ab) than the normal type of advertisement only when it is applied to those people with lower advertising involvement, on the contrary, it is insignificantly effected by both the type of advertisement; when the picture is metaphoric, there is no difference in Aad and Ab between a metaphoric headline and a literal headline; While when the picture is literal, a metaphoric headline yield more favorable Aad and Ab than a literal headline. The research conclusion has the managerial implications for marketing communications practice.

Key words: metaphorical advertisement, involvement, metaphorical picture, metaphoric headline, advertising effectiveness