Metaphoric Advertisement Comprehension of Consumers with Different Ages and Education Backgrounds
Along with the increasing of the market competition, advertisements can be seen everywhere. Some advertisements which marked with text explicitly pin pointed the functions the products been promoted and the reasons of buying them. Some other advertisements promote the products with less text and are more implicit and usually with metaphors to give a special taste for viewing them. The later is called metaphoric advertisement that, sometimes, is uneasy to be comprehended by people who may be unable to catch the metaphoric idea. The purpose of this study was to investigate the comprehension of metaphoric advertisements with consumers of different ages and education backgrounds, in this study and However, it is in doubt that how many advertisings could impress us and leave in our minds. In recent years, a few advertising producers have started using metaphor to illustrate the function of products, with the aim to stand out above the other ads and impress consumers deeply. However, the comprehension of metaphorical advertisings is highly related to individuals intellect and the capability of logic reasoning. Individuals intellect and the capability of logic reasoning would change with age. Also, the capability of logic reasoning could be markedly elevated through education. Therefore, the comprehension ability to metaphorical advertisings may differ from consumers with different age groups and educational levels. According to the above reasons, this research aims to investigate whether there is any difference exists in the comprehension ability to metaphorical advertisings of consumers with different age groups and educational levels. Furthermore, aiming at the specific groups which have significant differences, this research will probe into the cause of differences by analyzing the comprehending process of consumers in each group and present some suggestions.
Advertisement Metaphor Metaphorical Advertisement Comprehension.
Eric Min-yang Wang Jong Ching Wang
Department of Industrial Engineering and Engineering Management, National Tsing Hua University, Hsinchu, Taiwan,China
国际会议
天津
英文
2007-10-20（万方平台首次上网日期，不代表论文的发表时间）