Abstract

The present research investigates how visual metaphors (that differ in terms of complexity) and verbal messages (that vary in terms of explicitness of explaining the visual metaphors) interactively impact on consumers’ pleasure and ad appreciation. Across two studies, findings demonstrate that consumers experience a higher sense of pleasure and appreciation when explicit (vs. implicit) verbal messages are presented with extremely complex visual metaphors (i.e., replacement ads), whereas implicit (vs. explicit) verbal messages are more effective with moderately complex visual metaphors (i.e., fusion ads). However, the two types of verbal messages do not differently affect pleasure and ad appreciation in minimally complex visual metaphors (i.e., juxtaposition ads). The resource-matching hypothesis is employed as a theoretical framework explaining the relationship between visual metaphors and verbal messages. Theoretical and practical implications are discussed and ideas for future research offered.

摘要

目前的研究调查了视觉隐喻（在复杂性方面有所不同）和口头信息（在解释视觉隐喻的明确性方面有所不同）如何互动地影响消费者的愉悦和广告欣赏。在两项研究中，研究结果表明，当显式（与隐式）口头信息以极其复杂的视觉隐喻（即替代广告）呈现时，消费者会体验到更高的愉悦感和欣赏感，而隐式（与显式）口头信息则更多对中等复杂的视觉隐喻（即融合广告）有效。然而，这两种类型的口头信息在最低限度复杂的视觉隐喻（即并列广告）中对愉悦和广告欣赏的影响没有不同。资源匹配假设被用作解释视觉隐喻和口头信息之间关系的理论框架。讨论了理论和实践意义，并提供了对未来研究的想法。