【摘要】： 現(xiàn)在幽默越來(lái)越多地用于廣告,幽默廣告可以喚起消費(fèi)者驚喜或愉悅的感覺(jué),可以減輕消費(fèi)者對(duì)廣告信息產(chǎn)生的抵觸情緒,可以讓消費(fèi)者在思考中關(guān)注和記憶廣告的信息,進(jìn)而增強(qiáng)說(shuō)服效果。本文采用實(shí)驗(yàn)研究方法來(lái)討論幽默廣告類(lèi)型和產(chǎn)品卷入度對(duì)說(shuō)服效果的影響,希望可以豐富國(guó)內(nèi)幽默廣告的研究,并為廣告業(yè)界制作幽默廣告提供一定的參考。 本研究的自變量為幽默廣告類(lèi)型(認(rèn)知型幽默廣告、情感型幽默廣告)和產(chǎn)品卷入度(高產(chǎn)品卷入度、低產(chǎn)品卷入度),因變量為廣告的說(shuō)服效果(廣告態(tài)度、品牌態(tài)度和購(gòu)買(mǎi)意愿)。采用2*2的實(shí)驗(yàn)設(shè)計(jì)。本研究發(fā)現(xiàn)： 1.不同幽默廣告類(lèi)型在說(shuō)服效果上呈現(xiàn)部分的顯著差異。 2.情感型幽默廣告較認(rèn)知型幽默廣告能產(chǎn)生更好的廣告態(tài)度。 3.不同幽默廣告類(lèi)型在品牌態(tài)度上無(wú)顯著差異。 4.情感型幽默廣告較認(rèn)知型幽默廣告能產(chǎn)生更好的購(gòu)買(mǎi)意愿。 5.不同產(chǎn)品卷入度在幽默廣告說(shuō)服效果上有顯著差異。 6.幽默廣告類(lèi)型與產(chǎn)品卷入度在說(shuō)服效果上呈現(xiàn)部分顯著的交叉作用。 7.幽默廣告類(lèi)型與產(chǎn)品卷入度在廣告態(tài)度上有顯著的交叉作用。 8.幽默廣告類(lèi)型與產(chǎn)品卷入度在品牌態(tài)度上無(wú)交叉作用。 9.幽默廣告類(lèi)型與產(chǎn)品卷入度在購(gòu)買(mǎi)意愿上有顯著的交叉作用。
[Abstract]:Nowadays, humor is more and more used in advertising. Humor advertisements can arouse consumers' feelings of surprise or pleasure, reduce the resistance of consumers to advertising information, and enable consumers to pay attention to and memorize advertising information in their thinking. And then enhance the effect of persuasion. This paper discusses the influence of the types of humorous advertisements and the degree of product involvement on the persuasion effect by using the method of experimental research, hoping to enrich the research of humor advertisements in China and to provide some references for the production of humorous advertisements in the advertising industry. The independent variables of this study are the types of humorous advertisements (cognitive humorous ads, affective humorous advertisements) and the degree of product involvement (high product involvement, low product involvement), and the dependent variables are the persuasive effect of advertising (advertising attitude). Brand attitude and purchase intention). The experimental design was designed with 2 ~ (2). The results of this study are as follows: 1. Different types of humorous advertisements show some significant differences in persuasion effect. 2. Emotional humor advertising can produce better advertising attitude than cognitive humor advertising. 3. There is no significant difference in brand attitude among different types of humorous advertising. 4. Affective humor advertising can produce better purchase intention than cognitive humor advertising. 5. Different product involvement in humorous advertising persuasion effect has significant differences. 6. 6. The type of humorous advertisement and the degree of product involvement show some significant cross effects on persuasion effect. The type of humorous advertisement and the degree of product involvement have significant cross effects on advertising attitude. The type of humorous advertisement and the degree of product involvement have no cross effect on brand attitude. 9. The type of humorous advertisement and the degree of product involvement have significant cross effects on purchase intention.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 牟麗莉;中外幽默廣告比較研究[D];遼寧大學(xué);2011年

2 馬雅蓓;植入式廣告效果研究[D];南京大學(xué);2012年

，

本文編號(hào)：2179458