Abstract
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.