本研究旨在探討台灣飲料廣告詞中的聯覺與修辭訴求之互動關係。研究以台灣五家公司販售飲料作為語料來源，並將所收集到之飲料廣告詞分爲功能性(Utilitarian)與享受性(Hedonic)兩大類。理論架構分別以Williams (1976)英文聯覺現象所提出的階層分佈 (hierarchical distribution)以及Talaue (2022)所建構之修辭訴求(logos、pathos、ethos)理論為基礎，以回答三個研究問題：(一) 台灣功能性與享受性飲料廣告中，單一感官與多感官的使用方式有何差異；(二) 兩類飲料廣告中三種修辭訴求各自的運用情形有何不同；(三)，台灣功能性與享受性飲料廣告中，修辭訴求之策略配置有何差異。研究結果顯示，享受性飲料傾向使用豐富的多感官聯覺詞彙，以營造愉悅且具沉浸感的消費體驗；相較之下，功能性飲品常結合科學數據(logos)與官方認證(ethos)，而享受性飲料則較傾向透過pathos引發消費者的情感連結，以提升廣告説服力。因此，本研究指出感官與修辭訴求策略在提升廣告說服效果中具有重要作用，並進一步揭示聯覺語言與不同修辭配置在台灣飲料廣告中的運作機制。

This thesis investigates the interaction between synesthesia and rhetorical appeals in Taiwanese beverage advertising copies. The data are drawn from beverage advertisements produced by five companies in Taiwan, and the collected advertising texts are categorized into two types: (1) utilitarian and (2) hedonic beverages. The theoretical framework is based on Williams’ (1976) hierarchical distribution of synesthesia in English, as well as the theory of rhetorical appeals (i.e., logos, ethos, and pathos) proposed by Talaue (2022). This study addresses three research questions: (1) how uni-sensory and multisensory appeals are employed differently in utilitarian and hedonic beverage advertisements in Taiwan; (2) how the three rhetorical appeals are individually employed in utilitarian and hedonic beverage advertisements in Taiwan; and (3) how the strategic configuration of rhetorical appeals differs between utilitarian and hedonic beverage advertisements in Taiwan. The results show that hedonic beverages tend to employ rich multisensory synesthetic expressions to create pleasurable and immersive consumption experiences. In terms of rhetorical appeals, utilitarian beverages more frequently employ logos and ethos, whereas hedonic beverages tend to rely more on pathos to evoke emotional engagement. Furthermore, utilitarian advertisements combine logos in the form of scientific data with credibility-based appeals such as official certifications, in order to enhance persuasion. Thus, this study demonstrates that sensory representation and the strategic deployment of rhetorical appeals play a crucial role in enhancing advertising persuasiveness and attractiveness, while revealing how different rhetorical configurations distinguish utilitarian from hedonic beverage advertising in Taiwan.

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