An Investigation of metaphors in advertising

Abstract

Based on a wide range of questionnaires, this study makes a comprehensive feasibility analysis of the current construction methods of advertising metaphors from the perspective of the audience. A systematic and comprehensive set of creative evaluation criteria for advertising metaphors is established, and on this basis, an attempt is made to apply this set of criteria to the artificial intelligence scoring of students' metaphorical advertising works. Through the detailed qualitative analysis of the score, we constantly improve and optimize this set of evaluation criteria to make it more scientific and practical. In addition, this study also standardizes the three construction methods of advertising metaphor, and forms a systematic and practical methodology for the construction of advertising metaphor. Relying on this methodology, we have carried out many design practices and successfully completed a number of design results. The practicability of the metaphorical construction methods and evaluation criteria proposed in this study also provides new ideas for the future development of advertising metaphors.

From the perspective of the advertising metaphor evaluation system, the current research mainly focuses on the field of advertising. In the future, this evaluation criterion can be appropriately adjusted and optimized to apply to more fields, such as dynamic advertising, multimodal advertising, etc., thereby enriching the theory and practice of metaphor evaluation. Besides, the evaluation system can also delve into audience segmentation. The creation strategies and standards of advertising metaphors should be adjusted for different age groups to achieve dynamic changes in standards. For example, young people may be more inclined to accept novel, interesting, and creative advertising metaphors, while middle-aged and older people may pay more attention to the practicality and credibility of advertising information. Female audiences may prefer warm and emotional advertising metaphors, while male audiences may prefer direct and concise expressions.