A Study On The Influence Of Metaphorical Advertising On Consumers' Attitudes Towards New Products

New product development is one of the important sources of enterprise capabilities and competitive advantages.In today's increasingly fierce commodity competition,marketing communication activities often depend the success or failure of new products.Metaphor Advertising can use the things that people are familiar with to show the characteristics of new products,impress consumers,and be a powerful way to promote new products.However,there are still many problems in the application of Metaphor Advertising.The phenomenon of not achieving the expected results after the advertisements is everywhere.The internal mechanism research of the effect of metaphor advertisements in academic is still not perfect,and the guiding role of marketing practice is limited.How to Design an effective advertising to promote acceptance and adoption of new products by consumers is a major challenge for the industry and marketing academic.Consumers watch Metaphor Advertising and adopt new products,which is essentially a process of information processing and response.The theory of processing fluency points out that the individual's ease of handling information processes is an important factor affecting judgment and decision-making.However,the application of processing fluency theory to metaphor advertising is very rare.A few studies have only considered the direct relationship between advertising stimuli and processing fluency,ignoring possible environmental impacts.In view of this,based on the theory of processing fluency and metaphor cognition theory,this paper explores the impact of metaphor advertising on consumers' new product attitudes,as well as the influence of consumer cognition style and new product types.Two experiments were designed for research.Experiment 1 proved that advertising types and consumer cognitive styles have an impact on new product attitudes.The results show that compared with non-metaphor ads,both explicit metaphor ads and implicit metaphor ads lead to a higher attitude towards new products,but there is no difference between the two.Experiment 2 found the matching effect between consumer cognitive style and metaphor advertising type.For consumers with overall cognitive style,the use of explicit metaphor advertising can lead to a more positive attitude towards new products.Of consumers have a higher attitude towards new products of implicit metaphor advertising.Experiment 3 verified the conclusion of Experiment 2 by designing scenarios for different new product types,and proved that processing fluency plays a mediating role in the influence of cognitive style and advertising type on the attitude of new products.At the same time,Experiment 3 also found the moderating role of new product types in processing fluency on new product attitudes.Specifically,compared with the situation of progressive new products,the processing fluency of innovative new product metaphor ads has a more significant positive impact on product evaluation.Finally,the research conclusions of this article provide valuable insights for advertising practitioners.Enterprises should use different types of visual metaphor advertisements to strengthen the effectiveness of advertising in order to achieve new product marketing success.