Title page for etd-0810112-160120


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URN etd-0810112-160120
Author Yuan-Ciao Wu
Author's Email Address No Public.
Statistics This thesis had been viewed 5585 times. Download 416 times.
Department Business Management
Year 2011
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Influences of Type of Metaphor, Product Type, and
Gender Differences on Metaphor Advertising
Date of Defense 2012-07-26
Page Count 116
Keyword
  • gender differences
  • experience good
  • search good
  • product type
  • replacement metaphor
  • metaphor advertising
  • juxtaposition metaphor
  • Abstract Nowadays, consumers are lack of interest for advertisement because they are flooded by advertising. Therefore, advertisers try to motivate consumers to process ads. From the advertising literature, rhetorical devices can be attention-getting, arousing, and affect inducing and memorable. Specifically, the use of metaphors expends dimensional thinking and enhances ad responses. This research proposes two types of metaphors: juxtaposition vs. replacement. It examines the moderating effects of product type and consumers’ gender differences on metaphor advertising.
    The present study uses experimental design with a 3(metaphor advertising: non-metaphor vs. juxtaposition vs. replacement) x2 (product type: search good vs. experience good) x2 (gender difference: male vs. female) factorial design. Six different scenarios are established through fictitious product ads, and the ad effects are measured by attitudes toward the ad, attitudes toward the brand, and purchase intention to observe the responses under different scenarios.
    The results indicate that the metaphor advertising is more effective than the non-metaphor advertising. In promoting a search good, the replacement metaphor is more effective than the juxtaposition metaphor. On the contrary, the juxtaposition is more effective than replacement in promoting an experience good. When females face metaphor ads for promoting a search good, the replacement is more effective than the juxtaposition. However, no such differences are found in males.The findings suggest that marketers should consider not only the product type they promote but also the gender of their target consumers in order to enhance the advertising effects.
    Advisory Committee
  • Hsiao-Ching Lee - chair
  • Yu-Chi Wu - co-chair
  • Chun-Tuan Chang - advisor
  • Yu-Kang Lee - advisor
  • Files
  • etd-0810112-160120.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2012-08-10

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