不同性別的國高中生對幽默廣告理解與偏好之探討

Comprehension and Appreciation of Humorous Advertising in Different Genders of Junior and High School Students

侯妙樺(Hou Miao hua)

指導教授 ： 伊彬

國立臺灣師範大學/藝術學院/設計研究所/碩士(2011年)

摘要

本研究系針對國中八年級與高中二級兩大年齡組，探討¬在三類型幽默廣告：「情感類型」、「認知類型」和「社會類型」中所造成的幽默理解與偏好差異。以Lurzer’s Int’l ARCHIVE（廣告檔案——全球平面、電視廣告與海報）裡的平面廣告作為視覺刺激物。透過2（年齡）× 2（性別）× 3（幽默廣告類型）之實驗設計，要求參與者觀看刺激物後填寫封閉式問卷。研究結果顯示：（1）幽默廣告的理解在年齡上產生差異：高中二年級對幽默廣告的理解程度均顯著高於國中二年級，性別間則沒有顯著差異；（2）幽默偏好程度：在「認知類型」與「社會類型」當中，男性比女性顯著有更高的幽默偏好；男性國中八年級顯著偏好高於高二。女性「認知類型」偏好高二顯著高於國中八年級，「社會類型」偏好國中八年級顯著高於高二；（3）三類型幽默廣告間：「情感類型」的幽默廣告被理解度最高，「社會類型」的幽默廣告被理解度最低；（4）三類型幽默廣告間：「認知類型」的幽默廣告最受青少年偏好，「社會類型」的幽默廣告最不受青少年偏好。以上結果可用於日後相關廣告設計的重點參考。

關鍵字

青少年 ； 幽默廣告 ； 幽默理解 ； 幽默欣賞 ； 幽默偏好

並列摘要

This study aims at understanding the humor appreciation and comprehension in different gender of students (eight-grade) and (eleven-grade) on humorous advertisements, classified into affective, cognitive, and social types. By using Lurzer’s Int’l ARCHIVE as a stimulus, through a 2(age) × 2(gender) × 3(adjustment types) experiment, the participants were requested to watch the stimuli and responded to a structured questionnaire. This study demonstrated: (1) Humor comprehension: The rate of humorous comprehension in G-11 students is higher than G-8 students, and there is no significant difference between the gender. (2) Humor appreciation: In affective and social types, male is significantly higher than female in social type. G-8 is higher than G-11 between male. (3) Between three types, affective type has the highest rate in humor comprehension where else Social type has the lowest. (4) Among the three types, cognitive type has the highest rate in humor preferences. Social type has the lowest rate in humor preferences. The results collected can be used as advertisement design reference data in future.

並列關鍵字

adolescents ； humorous advertisement ； humorous comprehension ； humorous appreciation ； humorous preference

參考文獻

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