In metaphor advertising, both visual image and headline are the sources of the message to be advertised. If the two are not well coordinated, metaphor advertising may need to bear the risk of failure in obtaining the consumer's full comprehension. Based on a 3×2 between-subjects experiment design with 6 conditions, this study maneuvered the two independent variables, namely ”similar type of metaphor in visual images” and ”whether metaphors are embedded in advertising headlines”, and used ”advertising involvement” as a moderating variable in the experiment to test their impact on advertising effect. In each experimental condition, 40 participants were recruited. For the entire study, a total of 234 valid samples were collected. Based on the results from Chi-square test, t-test, and multi-factor ANOVA analysis, there were five significant findings concluded: (1) Whether metaphors are embedded in advertising headlines has significant impact on advertising effect; (2) The similar type of metaphor in visual images has partially significant impact on advertising effect; (3) The interaction between the similar type of metaphor in visual images and whether metaphors are embedded in advertising headlines has significant impact on advertising effect; (4) Advertising involvement and similar type of metaphor in visual images have partially significant impact on advertising effect; (5) Advertising involvement and whether metaphors are embedded in advertising headlines have partially significant impact on advertising effect. The participant's personal experience or knowledge is important in decoding metaphor advertising. In addition to metaphors carried by visual images, metaphorical headlines can also be used to refresh the participant's memory about self experience. Thus, they can enhance the communication effect of advertising.