隐喻修辞对网络横幅广告注意效果的影响研究  

The Influence of Metaphorical Rhetoric on the Attention of Online Banner Advertising

作　　者：杨强[1] 蒋玉石[1] 申黎华 王烨娣 Yang Qiang;Jiang Yushi;Shen Lihua;Wang Yedi

机构地区：[1]西南交通大学经济与管理学院,成都610036 [2]四川长虹电子控股集团有限公司,成都610031

出　　处：《复印报刊资料（市场营销）》2023年第7期45-58,共14页

基　　金：国家自然科学基金资助项目(71572156);2019年度教育部人文社科资助项目(19YJC630060、19YJC860033)。

摘　　要：在广告中合理地使用隐喻修辞可以提高消费者的注意效果,但已有文献还没有厘清广告中的隐修辞在网络环境下影响消费者注意力的适用范围。本研究借助眼动追踪技术,采用2(修辞表现形式:隐喻,直述)×2(知觉负荷:高,低)×2(视觉显著性:高,低)的三因素混合实验设计探究网络横幅广告中的隐喻修辞对消费者注意效果的作用边界。研究发现:横幅广告中的隐喻修辞对消费者注意效果的影响受到消费者的知觉负荷和广告的视觉显著性的调节作用,三项交互效应结果显示,当个体具有低知觉负荷同时广告具有高的视觉显著性时,广告中的隐喻修辞最能发挥其注意优势。本研究结论对隐喻修辞在网络广告情境下的研究文献进行了的补充,并为营销人员如何在网络营销中开展隐喻横幅广告策略提出了实践启示。The Internet has become the most important platform for companies to promote their advertising as consumers'reliance on the Internet has gradually deepened.The purpose of online advertising is to repeatedly expose product or brand information to consumers in order to increase brand recognition and market share.Most researches show that banner advertising shows a positive effect on consumer brand preference and consumer awareness.Scholars have found that banner blindness is a common phenomenon among consumers as their online experience increases each year.This phenomenon has had an impact on companies'online banner advertising strategies,weakening their exposure.The visual metaphor is the grafting of a concept's visual features onto a product or brand that is intended to be expressed,giving the product or brand a new meaning through the combination of different conceptual features.Metaphor advertising can motivate consumers to make more cognitive efforts to find similarities between ontology and metaphor in advertising messages.The audience also has a pleasant exploration experience by interpreting the metaphorical message,which is considered an effective advertising strategy to increase consumers'attention effect.However,most of the current research on metaphor advertising is based on print advertising,which focuses on two major parts:the performance characteristics of metaphors and the individual characteristics of consumers.Few scholars have explored the scope of metaphor advertisings influence on people's attention in terms of consumers'online cognitive processing characteristics.This research gap has formed a research limitation in the field of advertising cognition and is not conducive to the more rational use of metaphor advertising by companies in practice.The purpose of this research lies in investigating the extent of the effect of metaphors on the attention effect of banner advertising.In summary,this paper investigated the effect of using metaphorical rhetorical strategies in banner advertising on cons

关 键 词：隐喻 横幅广告 知觉负荷 视觉显著性 注意效果 

分 类 号：H05[语言文字—语言学] F713.8[经济管理—广告]