含蓄还是直白?——隐喻广告效果研究回顾与展望  

Implicit or Explicit: Literature Review and Prospects of Research on the Effects of Advertising Metaphors

作　　者：禹杭[1] 陈香兰[1] Yu Hang;Chen Xianglan(School of International Studies,University of International Business and Economics,Beo＇ing 100029,China)

机构地区：[1]对外经济贸易大学英语学院,北京100029

出　　处：《外国经济与管理》2018年第10期54-65,共12页Foreign Economics & Management

基　　金：北京市社会科学基金重点项目(16YYA005);对外经济贸易大学校级培育项目(17PY62-16YYA005)

摘　　要：隐喻广告是一种间接说服方式,它主要借助隐喻含蓄地暗示广告诉求,在广告营销活动中十分常见。那么,含蓄的隐喻广告是否一定比直白的非隐喻广告更有效?本文基于对国内外隐喻广告效果研究的回顾来回答该问题。本文在阐释隐喻广告及其特点的基础上,首先系统梳理了隐喻广告的类别,继而总结了隐喻广告效果的具体表现并解释了其产生原因,然后从广告刺激本身和受众个体差异两个层面归纳了隐喻广告效果的影响因素,最后就未来研究方向进行了总结,旨在为隐喻广告营销实践和本土隐喻广告效果研究提供参考。Metaphorical advertisements are those mainly relying on the usage of metaphors to deliver the advertising appeal.They are contrasted to non-metaphorical advertisements in which the advertising appeal is expressed in a straightforward and explicit way.When compared with their nonmetaphorical counterparts,metaphorical advertisements are mainly featured with the indirectness of persuasion because the advertising appeal of them is implicitly presented with metaphors which should be understood at first to know what the advertisements are saying.Previous research finds that metaphorical advertisements are widely and persuasively used by advertisers,and they can be separated into rich types from different perspectives.For example,metaphorical advertisements can be divided into two categories based on the advertising elements in which the metaphor appears（i.e.,the representational modality of metaphors）and they are visual metaphorical advertisements and pictorial metaphorical advertisements respectively;according to the degree of the direct comparison between the target domain（i.e.,advertising products or services）and the source domain（i.e.,the object that an advertising product or service is compared as）within a metaphor,metaphorical advertisements can be categorized as concrete metaphorical advertisements and abstract metaphorical advertisements;according to how the source domain and target domain of metaphors are visually presented,metaphorical advertisements,in particular,the pictorial metaphorical advertisements can be separated into three categories,i.e.,scenario metaphors,mixed metaphors,and pictorial similes.In view of the universality and diversity of metaphors in advertising practice,scholars have a keen interest in evaluating the effects of metaphorical advertisements,and their research mainly focuses on the communication effects and social effects of advertising metaphors.In terms of the communication effects,metaphorical advertisements can make a significant influence on consumers＇cognition and

关 键 词：隐喻广告 含蓄广告 直白广告 广告效果 

分 类 号：F270[经济管理—企业管理]