幽默廣告類型與訊息正反性對廣告喜好度之影響－以恐懼訴求爲干擾變項

The Impacts of Humorous Advertising and Message Framing on the Advertising Preference-The Moderating Effect of Fear Appeals

林耀南(Yao-Nan Lin) ； 曹毓珊(Yu-Shan Tsao) ； 林怡君(Yi-Chung Lin)

《輔仁管理評論》 18卷3期 (2011/09) Pp. 19-47

https://doi.org/10.29698/FJMR.201109.0002

摘要

本研究欲探討不同幽默廣告類型與訊息正反性在恐懼訴求干擾下之廣告喜好度。以幽默廣告類型（認知幽默廣告、情感幽默廣告與社會幽默廣告）和訊息正反性（正面訊息與反面訊息）爲自變項，恐懼訴求（低恐懼與高恐懼）爲干擾變項之3(上標 *)2(上標 *)2實驗設計探討其廣告喜好度。以三因子變異數進行分析，有效樣本共180份，研究結果發現：(1)認知幽默廣告與社會幽默廣告比情感幽默廣告有較佳之廣告喜好度；(2)描述正面之訊息與描述反面之訊息之廣告喜好度相同；(3)低恐懼訴求與高恐懼訴求廣告之廣告喜好度相同；(4)在低恐懼訴求時，認知幽默廣告與社會幽默廣告比情感幽默廣告有較佳之廣告喜好度；但在高恐懼訴求時，幽默廣告類型之廣告喜好度並無差異；(5)在低恐懼訴求時，反面訊息比正面訊息有較佳之廣告喜好度；在高恐懼訴求時，正反面訊息之廣告喜好度並無差異。綜合而言，本研究發現恐懼訴求確實對於幽默廣告類型與訊息正反性呈現方式造成不同之廣告喜好度之差異。在實務貢獻上，本研究建議實務業者宜利用不同恐懼程度搭配幽默與正反性訊息之廣告訴求方式，以達有效的宣傳策略。

關鍵字

幽默廣告 ； 訊息正反性 ； 恐懼訴求 ； 廣告喜好度

並列摘要

This study attempts to assess the impact of three humorous advertising categories (cognitive humor, affective humor, and social humor) and message framing (positively framed messages and negatively framed messages) on advertising preference. Fear appeals (high and low) was used as the moderate variable. The researcher developed several printed ads in different categories of humorous appeals. According to the expert judgments, some representative ads were chosen as materials for the formal study. A total of 180 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some major findings in this study: (1) The ads of cognitive humor and social humor have higher advertising preference than the ads of affective humor; (2) The positively framed messages and negatively framed messages have no differences in advertising preference; (3) High fear appeals and low fear appeals have no differences in advertising preference; (4) Under low fear appeals, the ads of cognitive humor and social humor have higher advertising preference than the ads of affective humor; Under high fear appeals, the ads of cognitive humor, social humor, and affective humor have no differences in advertising preference; (5) Under low fear appeals, The ads with negatively framed messages have higher advertising preference than the ads with positively framed messages; Under high fear appeals, The ads with positively framed messages or negatively framed messages have no differences in advertising preference.

並列關鍵字

hmorous advertising ； message framing ； fear appeals ； advertising preference