所有的廣告，不管種類為何，都大致可以區分為「文字」與「非文字」兩部分，文字部分可能包括標題、解說文..等。非文字部分，則可包括圖案、影像、聲音..等。Eco早在1979 年便提到「文字可能吸引人；可能讓人得到樂趣；可能被認同與贊成，所以理所當然，消費者在閱讀廣告時，會受到文字結構這種特殊的因子所影響」。中文的修辭法本身即是種特殊的文字結構，因此可能會獲得消費者的關注。進而影響回憶效果。
本研究以國人平時應用最廣泛的修辭法—譬喻格下手，在譬喻修辭法的喻體、喻詞、喻依三組成要素中，針對喻依部分作一些變數的探討。目的想瞭解喻依中的譬喻物若具代表性、對譬喻物加入相關情境的描述、或使用不同修辭法去構建喻依時，會不會對回憶效果有正面影響。此外尚探討廣告中圖文關連性與回憶效果間的關係，以及受測者特性、情緒、購買涉入等因素對回憶的干擾效果。期望能透過本研究找出最具廣告效果的譬喻手法，以提供業界在設計廣告文案時的參考。最後所獲致的結果如下：
一、 喻依中譬喻物具代表性時，會有較佳的產品屬性回憶。
二、 喻依中使用不同的修辭分類，其回憶效果沒有顯著差異。
三、 喻依中對譬喻物加註情境描述，會有較佳的產品屬性回憶。
四、 廣告中圖文若具關連性時，會有較佳的產品屬性回憶。
五、 修辭分類的回憶效果會受到購買涉入程度所影響。
六、 情緒與受測者特性的干擾效果則不顯著。

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