||The Influence of Advertisements on Brand Communication Effects - from the Discussion of the Types of Humorous Advertisements
||Executive Master's Program of Business Administration in Management Sciences
brand communication effect
the degree of advertising involvement
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。
||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
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
A. English reference 84
B. Websites reference 88
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 3-1 Study Chart 16
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