企業標誌作為修辭圖形之測試

Abstract

企業標誌對內象徵整個企業的精神,對外被用來作為識別企業的標誌. 隨著大眾媒體的普遍化,使企業標誌的廣告價值日漸增強,企業標誌對於信 譽的表徵及廣告的機能具有重大的意義. 修辭圖形是一種透過修辭學 觀念所呈現的圖形,廣告常用修辭圖形來吸引消費者的注意力與豐富廣告 的內容,促使廣告更具有吸引力.然而,鮮少有人研究企業標誌以修辭圖形 方式呈現,是否會影響消費者對於企業標誌的態度,故本篇論文試著探討修 辭圖形對於消費者態度影響. 本篇論文研究結果顯示消費者對於部份 rhetorical logo與企業標誌態度呈現顯著的差異(suppression with similarity, inversion, similarity ballet and pun),修辭圖形的類型 將會影響消費者態度,學生與社會人士對於rhetorical logo的態度呈現顯 著的差異,消費者對於rhetorical logo的態度在性別上並未呈現顯著的差 異,企業標誌的類型將會影響消費者對於rhetorical logo的態度,以中位 數作為分組的基準,消費者對於rhetorical logo 態度呈現顯著的差異,以 廣告態度作為分組的基準,消費者對於rhetorical logo態度呈現顯著的差 異. Corporate logos symboize the spirit of a business for their members anddistinguish their organizations from others. Due to the increasing popularityof mass media, the advertisement value of corporate logos has increased. The use of logos establishes a good impression of a company's products and playsan important role in building goodwill. Rhetorical figures use the concept of rhetoric to design the unique types of advertising figures. Rhetorical figures as advertisements attract consumer'sattention and enrich the content of the advertising message. Rhetorical figures make advertisements more attractive and appealing, but the use of rhetorical figures to influence the attitude toward the corporate logo is not well understood. In this research, a test is conducted to explore the impact ofrhetorical figures on the consumer's attitude. The research results show that there are differences in attitude toward corporate logo and rhetorical logo. The differences in consumer's attitude isrelated to the type of rhetorical figure used. The attitude toward rhetorical logos is related to age. The attitude toward rhetorical logos is not related to sex. The attitude toward rhetorical logos is related to logo type. The attitude toward corporate rhetorical logos for different groups, based on a median split on attitude toward the logo, is significantly different. The attitude toward corporate rhetorical logos for different groups, based on a split on attitude toward the advertisement, is significantly different.