淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


  查詢圖書館館藏目錄
系統識別號 U0002-0803201112173200
中文論文名稱 廣告對品牌溝通效果之影響-從幽默廣告類型討論
英文論文名稱 The Influence of Advertisements on Brand Communication Effects - from the Discussion of the Types of Humorous Advertisements
校院名稱 淡江大學
系所名稱(中) 管理科學研究所企業經營碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration in Management Sciences
學年度 99
學期 1
出版年 100
研究生中文姓名 郭智弘
研究生英文姓名 Chih-Hung Kuo
學號 797620019
學位類別 碩士
語文別 英文
口試日期 2011-01-13
論文頁數 88頁
口試委員 指導教授-婁國仁
指導教授-李月華
委員-張巧真
委員-蔡義清
委員-廖述賢
中文關鍵字 品牌溝通效果  廣告涉入程度  幽默廣告  廣告態度 
英文關鍵字 brand communication effect  the degree of advertising involvement  humorous advertisement  advertising attitude 
學科別分類 學科別社會科學管理學
中文摘要 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。
英文摘要 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
論文目次 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
參考文獻 Reference
A. English reference
1. Antil, John H. (1984). Conceptualization and operationalization of involvement. Advances in Consumer Research, Volume 11, 203-209
2. Atkin, C.K., and Block, M(1983). The effectiveness of celebrity endorsers. Journal of Advertising Research, 23, 51-61
3. Beard, F. K. (2005). One hundred years of humor in American advertising. Journal of Macromarketing, 25(1), 54-65.
4. C. Whan Park and S. Mark Young (1986). Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation. Journal of Marketing Research, Vol. XXIII, 1-24
5. Catanescu, C., and Tom G. (2001). Types of humor in television and magazine advertising, Review of Business, 22, 92-95.
6. Chattopadhyay, Amitava and Basu, Kunal (1990). Humor in Advertising: The Moderating Role of Prior Brand Evaluation, Journal of Marketing Research, Vol. 27, No. 4, 466-476
7. Chao-Chuan,Yu (2006). Metropolitan Consumer Ethnocentrism and Consumer Attitudes towards Foreign Service brand-international Flying Industry Case, Soochow Journal of Economics and Business, Vol.52, 151-174
8. Ching-Wei,Liao (2009). The Content Analysis in Multidimensional Categories of Humorous Advertising. Fu Jen Catholic University, Psychology Research
9. Duncan, C. P. and J. E. Nelson (1985). Effects of Humor in a Radio Advertising Experiment. Journal of Advertising, 14(2), 33-64.
10. Gelb, B. D. and Zinkhan, G. M. (1986). Humor and advertising effectiveness after repeated exposures to a radio commercial. Journal of Advertising, 15(2), 15-20, 34.
11. Houston, M. J. and Rothschild, M. L. (1978). Conceptual and methodological perspectives in involvement. In S. Jain(Ed.), Research Frontiers in Marketing: Dialogues and Directions (184-187). Chicago: American Marketing Association.
12. Jia-Bei, Chen (1999) Probing the Effects of Different Types of Humorous Ads
13. Kelly, J.P.and Solomon,P.J. (1975). Humor in Television Advertising,
Journal of Advertising, 4(3), 31-35 (1993).Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing Research, 1-22.
14. Keller, Kevin L. and Steve Hoeffler (2002). Building Brand Equity Through Corporate Societal Marketing, Journal of Public Policy & Marketing, Vol. 21 (1)78 Journal of Public Policy & Marketing Spring 2002, 78–89
15. Kotler, Philip (1996), Marketing Management, New Jesey, Prentice-Hall Inc.
LaFave, L.(1977), Ethnic Humor: Form Paradoxes towards Principles, in it’s a Funny Thing, Humor, eds. A. J. Chapman and H. C. Foot, Oxford: Pergamon Press.
16. Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(Fall), 349-356.
17. Laczniak, R. N., Muehling, D. D., and Grossbart, S. (1989). Manipulating message involvement in advertising research. Journal of Advertising, 18(2), 28-38.
18. Lavidge, Robert J. and Gary A. Steiner (1961), A Model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing, 25, 59-62.
19. Li Gui Qiu (1997). "Tea beverage television advertisement on the type of purchase behaviors of consumers." National Chung Hsing University Department of Agricultural Economics pp.
20. Li-Pei,Lan (2003). "Humor classified ad system and form - on advertisement from 1997 to 2001 Times Award for flat classes." London: Routledge.
21. Long D, Graesser AC(1988). Wit and humor in discourse
processing. Discourse process 1988, 11, 35–60
22. Lutz, J. Richard (1985), Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework” In Linda F. Alwitt and Andrew A. Mitchell, Psychological Processes and Advertising Effects, New York: Erlbaum, 45-63.
23. Lutz, R.J., Mackenzie, S.B., and Belch, G.E. (1986), The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, 23(2), 130-143.
24. Mackenzie, Scott B. and Richard J. Lutz(1989),An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context, Journal of Marketing, Vol. 53, 48-65.
25. Malaviya, P., Kisielius, J., and Sternthal, B. (1996). The effect of type of elaboration on advertisement processing and judgment. Journal of marketing research, 33, 410-421.
26. Martin RA(2000). Humor. In: Kazdin AE ed. Encyclopedia of Psychology.
Washington, DC: American Psychological Association, 202-4
27. McGhee, P. E. (1983). Humor development: Toward a life span approach, In J. N.
Goldstein & P. E. McGhee(Eds.), Handbook of Humor Research, 109-134.
28. Mela, Carl F., Sunil Gupta, and Donald R. Lehmann (1997). The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice, Journal of Marketing Research, 34, 2 (May), 248-261.
29. Meyers-Levy, Joan and Maheswaran, Durairaj (1991). Exploring Differences in Males’ and Females’ Processing Strategies. The Journal of Consumer Research Vol. 18, No. 1, 63-70
30. Mitchell, Andrew A. and Olson, J. C. (1981), Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 17, 318-332.
31. Murphy, John H., Isabella C.M. Cunningham and Gary Wilcox(1979), “The Impact of Program Environment on Recall of Humorous Television Commercials, Journal of Advertising Research, 8(2), 17-21.
32. Nevo, O., Nevo, B., and Yin, J. L. S. (2001). Singaporean humor: A cross-cultural, cross-gender comparison. Journal of General Psychology, 128(2), 143-156.
33. Oliver, R. L. and Bearden, W. O. (1983). The role of involvement in
satisfaction processes. In R. P. Bozzi and A. M. Tybout (Eds.), Advances in consumer research, 10,205-255.Association for Consumer Research, Provo, UT.
34. Petty, R. E., Cacioppo, J. T., and Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion, Journal of Personality and Social Psychology, 41, 847-855.
35. Petty, Richard E. and Cacioppo, John T. (1986). The Elaboration Likelihood Model of Persuasion. NY: Springer Verlag.
36. Schultz. D. E., Martin, D., and Brown, W. P. (1984). Strategic advertising campaigns.Chicago: Crain Books, Division of Crain Communications, Inc.
37. Scott, C., Klein, D. M., and Bryant, J. (1990). Consumer response to humor in advertising: A series of field studies using behavioral observation. Journal of Consumer Research, 16(4), 498-501.
38. Speck, P. S. (1987). On humor and humor in advertising, Unpublished doctoral Dissertation, Texas Tech University.
39. Speck, P. S. (1991).The Framework for the study of Humorous Ads. Current Issues Research in Advertising, 13(1/2), In J.H.Leigh and C.R.Martin Jr. (Eds), An Annual publication of the division of research Michigan Business School, The University of Michigan, B.Joseph White, Interim Dean. 1-44
40. Spotts, H. E., Weinberger, M. G., and Parsons, A. L. (1997). Assessing the use and impact of humor on advertising effectiveness: a contingency approach, Journal of Advertising, 26(3), 15-32.
41. Stewart, D. and D. Furse. (1986) Effective Television Advertising. Lexington, MA: D.C. Health and Company.
42. Stone, Laurie R. et al.(2001). Vital Involvement of a Natural Killer Cell Activation Receptor in Resistance to Viral Infection, SCIENCE magazine, vol. 292
43. Weinberger, M.G.and Spotts. H.E. (1989).Humor in U.S. versus U.K. Television commercials: A comparison, Journal of Advertising, 18(2), 39-44.
44. Weinberger, M. G., and Campbell, L. (1990). The use and impact of humor in radio advertising. Journal of Advertising Research, 30(6), 44-52.
45. Weinberger, M. G. and Campbell, L. (1991). The use and impact of humor in radio advertising. Journal of Advertising Research, 31, 44-52.
46. Weinberger M. G. and Gulas C.S (1992). The Impact of Humor in Advertising: A Review. Journal of Advertising, 21 (4), 34-59
47. Weinberger & Parsons (1997). Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approach. Journal of Advertising, Vol. 26, No. 3, 17-32
48. Wengwan Ru (2004). "Internet advertisement presentation on the advertisement value, the effect of advertisement - and advertisement to product involvement as the Moderating Effect of Involvement." Journal of Marketing
49. Zaichkowsky, J. L. (1985), Measuring the involvement construct, Journal
of Consumer Research, 12 (3), 341-352.
50. Zhang, Y. (1996). Responses to humorous advertising: the moderating effect of need for cognition, Journal of Advertising, 25(1), 15-32.
51. Zinkhan, G. M. and G. D. Gelb (1990). Humor Repetition and Advertising
Effectiveness. Advances in Consumer Research, 17(1), 438-441

B. Websites reference
1. The Onion News (2010).“Nation Agrees Latest Heineken Commercial Is Coolest Thing Ever”, http://www.theonion.com/articles/nation-agrees-latest-heineken-commercial-is-cooles,17616/
2. Nelson (2009). Advertisement trust investigation. http://tw.nielsen.com/site/index.shtml
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2016-03-17公開。
  • 不同意授權瀏覽/列印電子全文服務。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信