11995 
7788隐喻广告是一种间接说服方式，它主要借助隐喻含蓄地暗示广告诉求，在广告营销活动中十分常见。那么，含蓄的隐喻广告是否一定比直白的非隐喻广告更有效？本文基于对国内外隐喻广告效果研究的回顾来回答该问题。本文在阐释隐喻广告及其特点的基础上，首先系统梳理了隐喻广告的类别，继而总结了隐喻广告效果的具体表现并解释了其产生原因，然后从广告刺激本身和受众个体差异两个层面归纳了隐喻广告效果的影响因素，最后就未来研究方向进行了总结，旨在为隐喻广告营销实践和本土隐喻广告效果研究提供参考。
含蓄还是直白？——隐喻广告效果研究回顾与展望
摘要
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引用本文
禹杭, 陈香兰. 含蓄还是直白？[J]. 外国经济与管理, 2018, 40(10): 54-65.
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