臺灣博碩士論文加值系統

隱喻是一種有趣的語言表達方式，當它化身於廣告，所能帶來的趣味、效用更是無窮，尤其是對於現今廣告壅塞的社會。因此本研究以近兩年的隱喻廣告做為內容分析對象。藉由各學者對隱喻廣告所做的分類為基礎，來探討隱喻廣告中，意義層面與表現層面使用手法，會不會因為產品服務、產品類型、賣點類型、產品類別、媒體、廣告對象而有所不同。研究結果顯示：（1）信任性賣點隱喻廣告出現率顯著高過其他賣點；（2）廣告對象為專家在隱喻廣告出現率顯著高過一般民眾；（3）對象為專家者多使用「結合」手法、對象為一般民眾者以「並置」手法為多；（4）無論自變項為何，隱喻廣告在抽象具象轉換上均以「轉具象」為主、「外觀相似」都相當的少、「圖像隱喻」都是最多的；（5）在隱喻「適不適合轉換成語文」變項上，服務、信任性產品、搜尋性賣點、金融服務、專家於「不可轉」數量是最多的；（6）在產品類別方面，房地產與化妝品廣告是使用「原型的實質相似」最多，其餘自變項是以「設計的實質相似」手法為主。

Metaphor is an interesting manner of language expression. It is even more interesting and effective when metaphors are turned into advertisements, especially in the society of nowadays that is flooded with advertisements. The purpose of this study is to investigate metaphoric advertisements in the last two years by content analysis. Based on several researchers’ classifications, this study probe into whether the use of the meaning operation and visual structure in metaphoric ads differ according to product/service, types of products, types of selling point, product categories, media, and target audience.（1）The results reveal that credence selling point uses metaphor more often than other selling points.（2）Metaphor appears more often in advertising targeted at experts than general public.（3）In addition, most of the expert-targeted ads used the technique of Fusion, and most of the general-public-targeted ads used the technique of Juxtaposition.（4）Regardless of what the dependent variables are, metaphor ads mainly translate the concrete to the abstract, Mere Appearance is the least used style, and Pictorial Metaphor is the most used one.（5）In terms of whether metaphors can be converted to language, services, credence products, searching selling points, financial services, and expert-targeted ads are more “inconvertible” than their counterparts.（6）In terms of product categories, most of the real estate and cosmetic use “Literal Similarity with Original Appearance”, while the rest use mainly “Literal Similarity with Design Appearance.”

中文摘要........................................................................................................................I
Abstract........................................................................................................................II
誌謝............................................................................................................................III
目錄............................................................................................................................IV
圖目錄...........................................................................................................................V
表目錄.......................................................................................................................... X
第一章、緒論..................................................................................................................1
1.1 研究背景.........................................................................................................1
1.2 研究動機.........................................................................................................2
1.3 研究目的.........................................................................................................3
1.4 研究限制.........................................................................................................3
第二章、文獻探討........................................................................................................4
2.1 修辭學中的隱喻.............................................................................................4
2.2 心理學中的隱喻.............................................................................................6
2.3 隱喻的特色.....................................................................................................7
2.4 廣告中的隱喻.................................................................................................9
2.4.1 隱喻廣告的意義層面分類..................................................................9
2.4.2 隱喻廣告的表現層面分類................................................................16
2.5 影響隱喻廣告的可能因素...........................................................................20
2.5.1 隱喻廣告與產品服務........................................................................20
2.5.2 隱喻廣告與產品類型........................................................................21
2.5.3 隱喻廣告與賣點類型........................................................................24
2.5.4 隱喻廣告與產品類別........................................................................26
2.5.5 隱喻廣告與媒體................................................................................28
2.5.6 隱喻廣告與廣告對象........................................................................29
第三章、研究方法......................................................................................................30
3.1 研究架構.......................................................................................................30
3.2 內容分析法...................................................................................................31
3.3 母群體界定...................................................................................................32
3.3.1 報紙的母群體界定............................................................................33
3.3.2 雜誌的母群體界定............................................................................33
3.4 抽樣方法.......................................................................................................35
3.4.1 報紙的抽樣方法................................................................................35
3.4.2 雜誌的抽樣方法................................................................................35
3.4.3 樣本編號............................................................................................35
3.4.4 判別條件............................................................................................36
3.5 建構類目.......................................................................................................49
3.6 編碼員選擇與訓練.......................................................................................56
3.7 信度檢驗.......................................................................................................57
3.8 研究結果統計分析.......................................................................................59
第四章、研究結果......................................................................................................60
4.1 各變項描述...................................................................................................60
4.1.1 自變項描述........................................................................................60
4.1.2 依變項描述........................................................................................62
4.2 翻閱次數與各自變項的關係.......................................................................64
4.2.1 翻閱次數與賣點類型........................................................................65
4.2.2 翻閱次數與廣告對象........................................................................66
4.3 隱喻功能與各自變項的關係.......................................................................67
4.3.1 隱喻功能與產品服務........................................................................67
4.3.2 隱喻功能與產品類型........................................................................69
4.3.3 隱喻功能與賣點類型........................................................................71
4.3.4 隱喻功能與產品類別........................................................................73
4.3.5 隱喻功能與媒體................................................................................75
4.3.6 隱喻功能與廣告對象........................................................................76
4.4 轉語文與各自變項的關係...........................................................................78
4.4.1 轉語文與產品服務............................................................................78
4.4.2 轉語文與產品類型............................................................................80
4.4.3 轉語文與賣點類型............................................................................81
4.4.4 轉語文與產品類別............................................................................83
4.4.5 轉語文與廣告對象............................................................................84
4.5 相似處類型與各自變項的關係...................................................................86
4.5.1 相似處類型與產品服務....................................................................87
4.5.2 相似處類型與產品類型....................................................................88
4.5.3 相似處類型與賣點類型....................................................................90
4.5.4 相似處類型與產品類別....................................................................91
4.5.5 相似處類型與媒體............................................................................93
4.5.6 相似處類型與廣告對象....................................................................94
4.6 實質相似類型與各自變項的關係...............................................................96
4.6.1 實質相似類型與產品服務................................................................96
4.6.2 實質相似類型與產品類型................................................................98
4.6.3 實質相似類型與賣點類型................................................................99
4.6.4 實質相似類型與產品類別..............................................................101
4.6.5 實質相似類型與廣告對象..............................................................102
4.7 表現形式與各自變項的關係.....................................................................104
4.7.1 表現形式與產品服務......................................................................104
4.7.2 表現形式與產品類型......................................................................106
4.7.3 表現形式與賣點類型......................................................................108
4.7.4 表現形式與產品類別......................................................................109
4.7.5 表現形式與媒體..............................................................................111
4.7.6 表現形式與廣告對象......................................................................112
4.8 圖像隱喻類型與各自變項的關係.............................................................114
4.8.1 圖像隱喻類型與產品服務..............................................................114
4.8.2 圖像隱喻類型與產品類型..............................................................116
4.8.3 圖像隱喻類型與產品類別..............................................................118
4.8.4 圖像隱喻類型與媒體......................................................................119
4.8.5 圖像隱喻類型與廣告對象..............................................................121
4.9 總結.............................................................................................................122
第五章、研究結果與討論........................................................................................123
第六章、研究結論與建議........................................................................................132
6.1 研究發現.....................................................................................................132
6.2 後續研究建議.............................................................................................135
參考文獻....................................................................................................................136
中文....................................................................................................................136
英文....................................................................................................................137
附錄一 2004年台灣報紙媒體廣告營收排名..........................................................139
附錄二 亂數表..........................................................................................................140
附錄三 2004年台灣雜誌媒體廣告營收排名..........................................................141
附錄四 隱喻廣告判讀編碼表..................................................................................143

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