本研究以MOA(Motivation, opportunity, ability；動機、機會、能力)理論觀點，探討隱喻廣告對消費者訊息處理的MOA及廣告效果之影響，以綠色廣告(green advertising)為背景。綜觀過去的研究，隱喻廣告的表現方式會根據不同的產品類型而產生特定的交互作用，影響消費者對廣告的態度及購買意圖；而在綠色廣告的研究中目前尚未提及與隱喻廣告有關的發現。本研究結合此兩領域，進行質化研究的分析，深度了解不同類型廣告背後影響MOA的原因，對綠色廣告主及一般廣告業者提出建議。廣告素材分為內隱隱喻(implicit metaphor)廣告、外顯隱喻(explicit metaphor)廣告、無隱喻 (non-metaphor)廣告三種，研究訪談了10位受訪者，針對廣告的訊息處理動機、能力，與機會的調節進行分析。本研究描繪出不同廣告類型之訊息處理歷程，了解消費者訊息處理中隱喻廣告可能影響動機與能力的因素。訊息處理能力透過文化知識、產品知識與廣告知識的剖析，探討能力對於受訪者觀看廣告角度的不同之影響。本研究發現動機直接影響廣告態度，而能力則否，沒有看出機會的影響。研究發現即使只是隱喻表現形式上的改變也會影響隱喻內涵，且結果受受訪者本身特質影響極大。在隱喻廣告及綠色廣告的實務應用上也提出了相對的建議。

Based on the “motivation, opportunity, and ability theory,” this research aims to discuss the influences that metaphorical advertisement have on consumers’ motivation, opportunity, and ability (MOA) to analyze messages they received and its effect on green advertising. From the results of past researches, metaphorical advertising is presented differently according to different types of products, which influence consumer’s attitude toward the ads and their intention on making purchase; but there is hardly any literature containing both green and metaphorical topics. Therefore, this research aims to combine these two disciplines based on MOA (Motivation, opportunity, and ability) theory and to gain an in-depth understanding of how different types of advertisement affect consumer’s MOA. Advertisement materials can be classified into three categories: implicit metaphor, explicit metaphor, and non-metaphor materials. In this research, the researchers had interviewed ten participants and will analyze their motivation, opportunity, and ability in response toward three advertising pictures contained implicit metaphor and explicit metaphor respectively. This thesis explores the advertisement information processing procedure of different metaphor types and intends to understand the factors that affect motivation and ability. The researcher found that information processing ability can vary with the culture, production, and advertising knowledge of each individual. This research was conducted in hope that it could provide implications for researcher and advertisers.

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