廣告是一種為企業主通過商品或服務給消費者最直接的溝通渠道。在第一時間及充滿了廣告信息和競爭環境下，要吸引消費者的注意力並給予深刻的消息是不容易的任務；另外因許多人生活壓力大，希望偶爾放輕鬆一下，由此可知，幽默是廣告吸引人的元素之一，運用得當亦可提高廣告效果。故幽默廣告不僅吸引消費者的注意，更獲得廣告主的喜愛。
   本研究探討幽默廣告的類型（情感取向/認知取向/社會取向）對品牌溝通的效果影響，並以前則廣告的品牌形象和廣告涉入程度為干擾變數來探討幽默廣告類型對品牌溝通效果的影響。採用組間(between experimental design)實驗設計，受測者隨機分配到實驗組和控制組。請受測者觀看各組之電視廣告後，填答問卷來收集數據。共收集240份問卷，使用變異數分析。
研究結果發現幽默廣告比非幽默廣告有更好的廣告態度及不同的幽默廣告類型對廣告態度的效果不相同。情感取向幽默廣告比其他幽默廣告產生更好的品牌回憶；另外，認知取向幽默廣告比其他幽默的廣告創造了更好的品牌知名度。
建議業者在目前工商繁忙的社會，為廣告增添幽默元素，不僅可以達到最大的廣告效果，有機會還可以得到廣告大獎，為自己錦上添花；另外，如果能夠針對自家產品搭配合適的幽默廣告類型，進而使消費者對於產品和品牌形象產生正面聯想，更是相得益彰。

Advertisement is one of the most direct channels of communication for the business owners to pass the goods or services to consumers. However, it is no easy task to attract consumers’ attention, leave profound messages in the consumers’ mind, and then to achieve the purpose of communication in the first time under the era filled with advertisement information and the competitive environment with high homogeneity. Thus, the way to present the advertisement is particularly important. Therefore, humorous advertisements are getting a way of the advertisers’ favorites. 
   This study investigated the effect of the types of humorous advertisements (affective / cognitive orientation / social orientation) on the result of brand communication. We used the brand image of the previous interposed advertisement and the degree of advertising involvement as moderating variables to discuss the effect of the different types of humorous advertisements on brand communication. 
   In this study, 3 (types of humorous advertisements) × 2 (brand image of the previous interposed advertisement) and 1 (non-humorous advertisement type) × 2 (brand image of the previous interposed advertisement) are used to experiment the design. After watching advertisements on TV, a questionnaire survey is handed out to the subjects to collect data. 240 people were randomly assigned to eight experimental groups and tested. Accordingly, the collected data is analyzed into descriptive statistics, factor analysis, reliability analysis, t-test, ANOVA analysis, correlation analysis and regression analysis. Based on the last empirical results, the main conclusions are as follows:
1.	The effect of types of humorous advertisements on advertising attitude varies
2.	Humorous advertisements have better advertising attitude than non-humorous advertisements
3.	The humorous advertisement of affective orientation generates better brand recall than the other humorous advertisements
4.	The humorous advertisement of cognitive orientation creates better brand recognition than the other humorous advertisements

CONTENT
Abstract	I
Foreword	II
Content	IV
Table Content	VII
Figure Content	IX
 Chapter 1 Introduction	1
1.1 Background & Motivation	1
1.2 Research purpose	4
Chapter 2 Literature Review	6
2.1 Humor and Humorous Advertisment	6
2.1.1 The difinition of humor	6
2.1.2 The classification of the involvement	6
2.1.3 The types of humorous advertisements	6
2.2 Aad	8
2.2.1 Aad	8
2.2.2 The Role of Attitude Toward the Ad as a Mediator	8
2.3 The Communication Effects of Advertisements on Brand	9
2.3.1 Brand recall	9
2.3.2 Brand recognition	9
2.4 The Degree of Advertising Involvement	10
2.4.1 The definition of involvement	10
2.4.2 The classification of the involvement	11
2.5 The Communication Effect of Humorous Advertisements	11
2.5.1 The communication effects	12
2.5.2 Advertising contextual factors	12
2.5.3 The process of persuasion	13
Chapter 3 Research Methodology	15
3.1 Study structure	15
3.2 Study hypotheses	16
3.2.1 The effect of the humorous ad types on the advertising attitude	16
3.2.2 The brand image of the previous interposed advertisement interferes with the impact of humorous advertisement on advertising attitude	18
3.2.3 Advertising involvement on advertisement impact	18
3.2.4 The effect of humorous advertisement type on brand communication	19
3.2.5 Under the different degree of advertising involvement, the contrary influence of the types of humorous advertisements on Ab	22
3.3 Research design one	25
3.3.1 Design of advertisements	26
3.3.2 The brand image of the previous interposed advertisement 	32
3.3.3 The level of advertising involvement	33
3.3.4 The measurement of the dependent variable	33
3.3.5 The design of the questionnaire	35
3.3.6 The formal selection of subjects and experimental procedures	36
3.4 Research Design two	36
3.4.1 The design of the humorous advertisements	37
3.4.2 The manipulation of the advertising involvement	41
3.4.3 The dependant variable	41
3.4.4 The questionnaire design and experimental procedure	42
Chapter 4 Research Design One- the Analysis of Data	43
4.1 Description of the Sample Data and Analysis of Reliability and Validity of the Questionnaire	43
4.2 Descriptive Statistics of Each Aspect	44
4.2.1 Grouping way of high and low groups
in advertising involvement	44
4.2.2 The descriptive statistics of advertising attitude and brand communication effects in each experimental group	44
4.2.3 Correlation analysis	50
4.3 Manipulation Test	52
4.3.1 The brand image of the previous interposed advertisement	53
4.3.2 The degree of advertising humor	56
4.3.3 The level of thought and association	57
4.4 The Variance Analysis of Advertising Attitude	58
4.4.1 The influence of different types of advertisements toward advertising attitude    	58
4.4.2 The effect of the brand image of the previous interposed advertisement on the types of humorous advertisements in advertising attitude	60
4.4.3 The impact of the advertising involvement on the advertising attitude……………………………………………………………..60
4.5 The Analysis of Variance on Effects of Brand Communication	62
4.5.1 The analysis of variance on brand recall	62
4.5.2 The variance analysis of brand recognition	65
Chapter 5 Research Design Two- Analysis of Data	70
5.1 The Sample Structure and Descriptive Statistics	70
5.2 Reliability Analysis	71
5.3 The Test of Homogeneity and Manipulation	71
5.4 Mancova	72
5.5 ANCOVA of Aad	73
5.6 ANCOVA of Ab	74
Chapter 6 Conclusions and Suggestion	78
6.1 Conclusions of the Research	78
6.1.1 The humorous advertisements have a good advertising attitude	78
6.1.2 The effects of the types of humorous advertisements on Ab	78
6.1.3 The brand image of the previous interposed advertisement does not interfere with the effect of the types of humorous advertisements on Aad	79
6.1.4 The degree of advertising involvement does not interfere with the effect of the types of humorous advertisements on Aad	79
6.1.5 The effects of the types of humorous advertisements on brand communication effect 	80
6.1.6 The Ab the humorous advertisement of cognitive orientation produces 	80
6.1.7 The Ab generated from different types of humorous ads 	80
6.2 Managerial Implications	81
6.2.1 Add humor the element into the advertisement	81
6.2.2 Adoption of a proper type of humorous advertisement to maximize advertising effectiveness advertising	81
6.2.3 Use types of humorous advertisements to create advertising effectiveness	81
6.2.4 Being creative in the advertisement and get awarded	82
6.3 Study Limitation	82
6.3.1 The sample and study area	82
6.3.2 The choice of the experimental brand	82
6.3.3 The selection of the previous interposed advertisement	83
6.4 Suggestions for Follow-up Studies	83
6.4.1 The other factors of advertisements	83
6.4.2 Advertisement of a single and series of humorous advertisements	83
6.4.3 Expand the sample class and region	83
Reference	84
A. English reference	84
B. Websites reference	88

 
TABLE CONTENT
Table 3-1  The humor level of pre-test advertisement	30
Table 3-2  The level of thought and association on pre-test advertisement	31
Table3-3  The admitting level of the social orientation on pre-test advertisement	32
Table 3-4  The items of the brand attributes from the questionnaire of the humorous advertisement of affective orientation	36
Table 3-5  The degree of humor in each advertisement	39
Table 3-6  The level of thought and association of advertisement one	39
Table 3-7  The subjects’ identification with the woman’s advertisement meeting the definition of the humorous advertisement of social orientation	41
Table 4-1  Sample Analysis	45
Table 4-2  The scale of factor analysis and reliability analysis in each dimension	47
Table 4-3  The scale of factor analysis and reliability analysis in each dimension	48
Table 4-4  The final cluster center of cluster analysis in advertising involvement	49
Table 4-5  The manipulation test of advertising involvemen	49
Table 4-6  The descriptive statistics of advertising attitude and brand communication effects in each experimental group	50
Table 4-7  The table of correlation coefficient in each dimension	52
Table 4-8  The manipulation test of all types of advertisements in the brand image of the previous interposed advertisement	54
Table 4-9  The manipulation test of the high and low brand image of the previous interposed advertisement	55
Table 4-10  The manipulation test of the brand image of the previous interposed advertisement in all types of advertisements	55
Table 4-11  The manipulation test of the degree of advertising humor in all types of advertisements	56
Table 4-12  The manipulation test of the level of thought and association in all types of advertisements	57
Table 4-13  ANOVA analysis of advertising attitude	59
Table 4-14  The paired comparison of types of advertisements toward the advertising attitude	61
Table 4-15  The paired comparison of advertising involvement toward the advertising attitude	62
Table 4-16  Analysis of three-way ANOVA_ brand recall	63
Table 4-17  The paired comparison of types of advertisements to
brand recall	66
Table 4-18  The paired comparison of the degree of advertising involvement to brand recall	67
Table 4-19  Brand recognition _ analysis of three-way ANOVA	67
Table 4-20  Paired comparison of types of advertisement to brand recognition	69
Table 5-1  The two-factor ANCOVA analysis of Aad	73
Table 5-2  Paired comparison of types of humorous advertisements on Aad	74
Table 5-3  Two-factor ANCOVA of Ab	75
Table 5-4  Paired comparison of types of humorous advertisements on Ab	76
Table 5-5  Paired comparison of types of high-involvement humorous advertisements	77


FIGURE CONTENT
Figure 3-1  Study Chart	16

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