廣告是企業主將商品或服務傳遞給消費者最直接的溝通管道之一，然而在廣告資訊充塞的時代，競爭激烈且同質性高的環境中，市場上品牌眾多，透過廣告要如何能在第一時間吸引消費者目光，且訊息能深刻留在消費者腦海裡，進而達到溝通效果，實非易事，故廣告的呈現方式尤其重要，因此幽默式廣告已漸成為廣告主喜愛的手法之一。
本研究主要探討幽默廣告類型 (情感取向/認知取向/社會取向)對品牌溝通效果的影響。以前則廣告品牌形象與廣告的涉入程度做為干擾變數來探討不同的幽默式廣告類型對品牌溝通效果的影響。
本研究以3（幽默廣告類型）×2（前則廣告品牌形象）及1（非幽默廣告類型）×2（前則廣告品牌形象）的實驗設計，採用讓受測者觀看電視廣告後，用問卷調查的方式收集資料。受測者240位，隨機均分派至八組實驗組。並針對回收的資料，進行敘述性統計、因素分析、信度分析、t檢定、ANOVA分析、相關分析及迴歸分析，最後根據實證之結果提出主要研究結論如下：
1.幽默廣告類型對廣告態度的影響不同
2.幽默式廣告比非幽默式廣告具有較佳的廣告態度
3.情感取向幽默廣告較其他幽默廣告能產生較佳的品牌回憶
4.認知取向幽默廣告較其他幽默廣告能產生較佳的品牌辨識

Advertising is one of the most direct channels of communication that the business owners deliver goods or services to their consumers. However, in the overwhelming advertised information era, with fierce competition and many brands out in the market, it’s not easy to attract consumers in the first glance through advertising, and the message should deeply stay in the consumers’ mind, thus achieve the effective communication. The way of presenting advertisement is important, therefore humorous advertisement has gradually become a favorite tactic for advertisers.
This study discusses how the humorous advertisement types (affective/cognitive/social) influence the brand communication. Using previous brand image advertisement and advertising involvement as factors to explore the effects of different types of humorous advertisement on branding.
In this study, 3(humorous advertisements) x 2(previous brand image advertisement) and 1(non-humorous advertisement) x 2(previous brand image advertisement) are used for the factorial design. After watching TV advertisements, a questionnaire survey is held to collect data. 240 participants were randomly assigned to eight experimental groups and tested. According to the collected data, it is analyzed into descriptive statistics, factor analysis, reliability analysis, t-test, ANOVA analysis, correlation analysis and regression analysis. The main conclusions are as follows:
1.The types of the humorous advertisement influence advertisement attitude differently.
2.The humorous advertisement has better advertisement attitude than the non-humorous one.
3.Affective humorous advertisement creates better brand recall than other types.
4.Cognitive humorous advertisement creates better brand recognition than other types.

目錄	I
表目錄	III
圖目錄	V
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	6
第三節 研究流程	7
第二章 文獻探討	8
第一節 幽默與幽默廣告	8
第二節 廣告態度	18
第三節 廣告對品牌之溝通效果	22
第四節 廣告涉入程度	25
第五節 幽默廣告的溝通效果	31
第三章 研究方法	37
第一節 研究架構	37
第二節 研究假說	38
第三節 研究設計	43
第四節 變數定義與衡量	51
第五節 問卷設計	56
第六節 資料分析方法	57
第四章 資料分析	59
第一節 樣本結構與信度分析	59
第二節 敘述性統計分析	64
第三節 實驗相關檢定	66
第四節 實驗假說檢定	72
第五章 結論與建議	88
第一節 研究結論	88
第二節 管理意涵	92
第三節 研究限制	93
第四節 後續研究建議	94
參考文獻	95
中文部分	95
英文部分	96
網站     101
附錄	102
前測問卷	102
正式問卷	104
實驗廣告品牌屬性	108

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尼爾森廣告信任度調查（2009），取自http://tw.nielsen.com/site/index.
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