視覺隱喻的使用在廣告行銷中常應用到的手法，但該手法最大的挑戰點是視覺隱喻中所應用的創意想法有時會造成受眾的專注度被廣告 “內容”而非廣告 “產品”所吸引走。本研究針對含有視覺隱喻的廣告進行相關的研究目的有三：其一，應用創意所產生具有視覺隱喻手法的廣告其受眾對該廣告內容的感知以及廣告產品的理解上的差距，藉由尋找三者之間的關係，結論出在視覺上如何呈現創意並圖時達到有效的視覺廣告行銷。其二，由於視覺隱喻手法是一種廣告行銷手段，在廣告內容的視覺上需提供足夠的產品訊息，才能成為一種有效的廣告行銷。其三也是最重要的是，研究者針對自身母國：屬高語境文化的巴基斯坦闡述該文化中對含有視覺隱喻手法的廣告行銷所產生的視覺素養，並和其他文化進行比較，藉此了解其視覺隱喻的持久性水平。為達以上研究目的，本研究採量化的研究方式，將含有視覺隱喻手法的3000個廣告樣本，藉由12位專家訪談以及1144個受試者，以問卷方式進行量化研究，並藉由 Smart PLS統計軟體做量化分析，了解這些樣本對認知行為影響為何。而藉由廣泛的量化分析，得知了，受眾對廣告 “內容”而非廣告 “產品”的認知差距，得出相關之影響因子維度，藉此，本研究結論，希望能提供一套具創造力以及廣告資訊清楚的有效廣告視覺呈現手法供相關從業人員：廣告或創意行銷公關公司的設計專業人士作為準則。

The use of visual metaphor is widespread in the advertising world but the big challenge to understanding the visual metaphor is the level of abstraction due to the extreme creativity that distracts the user from comprehending the advertising message. This study enormously contributes to this research gap and suggests determining the level of creativity to design an effective advertising campaign. Moreover, it suggests incorporating informativeness in advertising messages because visual metaphors cannot help independently to make successful advertising campaigns. This study explores the latent dimensions of culture through visual metaphor and predicts consumer behavior based on the participants' responses. Being a high-context society, all four provinces' cultures have different visual priorities and react based on their cultural norms. Most importantly this study elaborates on the visual literacy of visual metaphorical advertising in the culture of Pakistan. Under the big high-context culture of Pakistan, this study argues about the other cultures to know their persistence level of visual metaphor. A mix research method has been deployed and linked one method to another to explore the latent dimensions of visual metaphor which was led by two separate studies based on 3000 conceptual advertisement content analyses, 12 domain experts’ detailed interviews, and 1144 participants’ responses using simple random sampling to gauge their cognitive behavior using Smart PLS. This extensive research revealed astonishing results that contribute to the knowledge gap, untie latent dimensions, and provide guidelines to advertising and creative agencies' design teams. Our findings are predominantly striking for advertising and creative agencies to design visual metaphorical advertising campaigns.

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