چکیده (انگلیسی):

Abstract: Although previous studies have indicated that metaphorical advertisements have high persuasiveness, consumers are frequently affected by message framing and product type that lead to varying value preferences and decisions. This study adopted a 2 × 2 between-subjects experimental design to operate the two independent variables of metaphorical message framing (positive metaphor vs. negative metaphor) and advertised product type (symbolic product vs. utilitarian product) to verify the research hypotheses and test the influence of the two variables on advertising preference. Four significant results were obtained: (a) message framing affected advertising preference, and the advertising preference for positive metaphors surpassed that for negative metaphors; (b) product type affected advertising preference, and the advertising preference for symbolic products exceeded that for utilitarian products; (c) symbolic products using a negative metaphor obtained a relatively higher level of advertising preference; and (d) utilitarian products using a positive metaphor acquired a relatively higher level of advertising preference. Metaphorical advertisements are a persuasive tool for breaking consumer psychological defense. Nevertheless, optimizing the persuasiveness of metaphorical advertisements still relies on metaphorical message framing and product type. The results of this study can provide compelling and clear references for advertising practitioners to formulate message strategies and realize creativity in the future.