嘲諷式幽默廣告的呈現方式及訴求目的對於廣告效果之影響

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李承翰(Chen-han Lee)

指導教授 ： 李小梅

國立中央大學/管理學院/資訊管理學系/碩士(2012年)

摘要

幽默 (humor) 是舉世皆有的人類行為與社會現象，幽默感長久以來一直深受西方社會重視，而東方社會近年來，由於西方文化及經濟模式的影響，已經造成東方文化本質上的改變 (Zhang & Harwood, 2004)，對於幽默的接受程度也有所提昇。在社會溝通中，幽默是一項常被利用的基礎元素，94%的廣告業者和 55% 的研究機構也都認為幽默能夠吸引注意力 (Weinberger & Gulas, 1992)。
廣告在行銷策略當中，一直是被業者所推崇且經常使用的手法，為了有效提升廣告效果，廣告主無不竭盡所能設計出最具吸引力的廣告內容，而幽默這項元素被廣泛利用於現今的廣告活動中，因為它能吸引消費者的目光，引起消費者對於廣告的興趣，進而提昇對廣告訊息的專注程度，在廣告中使用幽默素材，已成為不同媒體廣告製作的趨勢，由於幽默廣告的廣泛使用，使得了解幽默廣告的效果和勸服過程成為重要的研究課題。
產生幽默效果的方式很多，「嘲諷 (parody)」是其中一種能夠創造有趣廣告訊息的方式；藉由模仿、更改原本廣告的特徵來引發幽默的效果，進而達到諷刺、打擊原本品牌的目的。本研究欲探討當消費者接受到不同呈現方式及訴求目的之嘲諷廣告情境時，所產生的正、負面知覺感受，對於嘲諷式幽默廣告的廣告態度 (attitude toward the ad)及廣告中所訴求的品牌態度 (attitude toward the brand)以及購買意圖 (purchase intention) 等廣告效果的影響。並嘗試測量幽默需求程度 (need for humor; NFH)、反商業化的使用者抗拒 (anti-commercial consumer rebellion level; ACR) 等個人特質及廣告涉入程度 (involvement) 於其中的調節作用。
本研究選擇學生作為研究對象，透過實驗設計以網路問卷為媒介，共回收有效問卷 423 份，運用 SPSS 17.0 與 Smart PLS 統計軟體分析相關研究資料以及研究假說的驗證。最後得到分析的實證結果為：
一、於廣告態度方面，消費者對於含有幽默元素之嘲諷廣告有較佳的廣告態度；而且消費者對於以圖像為主要呈現方式的嘲諷式幽默廣告較以文字為主要呈現方式的嘲諷式幽默廣告有更好的廣告態度。
二、對於嘲諷式幽默廣告所訴求之品牌的品牌態度及購買意圖方面，消費者對於嘲諷式幽默廣告所訴求之有缺失的品牌的品牌態度會降低；而且消費者對於有道德瑕疵的品牌較性能缺失的品牌的品牌態度及購買意圖降低更多。
三、幽默需求程度、反商業化的使用者抗拒兩項個人特質確實在嘲諷式幽默廣告的廣告態度對於廣告所訴求之品牌態度存在調節作用，此兩項個人特質傾向越強，則對於廣告所訴求之品牌的品牌態度降低越多。
四、消費者對於因嘲諷式幽默廣告而衍生出的商品存在正面的購買意圖。

關鍵字

品牌態度 ； 廣告態度 ； 嘲諷式幽默廣告 ； 購買意圖

並列摘要

Humor is a common human behavior that western society has attached great importance to. In recent years, cultural changes in the Ear East area had been greatly influenced by the Western cultures and economies (Zhang and Harwood, 2004), and the increasing acceptance toward the sense of humor was an example of it. Humor was often used as the basic elements in social communication skills, 94% of the advertising industry and 55% of research institutions also believed that the sense of humor attracts attention (Weinberger & Gulas, 1992).
Advertisement had always been one of the most recommended methods for marketing strategy in the industry. In order to effectively enhance the effects brought by the advertisements, the advertising field had been very competitive in designing the most attractive advertisements. The use of humorous elements had become very common in today''s advertising activities, as it is one of the best way to catch the attention of consumers, and pique their interests in products and services. With the increase use of humorous ads, understanding the effects of humorous advertising had become an important research topic.
There are many ways to generate humor, parody is one of them to create funny advertising messages, by imitating, changing the characteristics of an original ad to lead to humorous effect, thus achieving the purpose of satire, against the original brand. This study is to investigate the response from consumers via different presentation styles and aspirations purposes within the parody advertising situation, and resulting positive and negative perceptions. Weather their attitudes and intent to purchase were influenced by the original ad and the brand parodied. A measure of the moderating role of need for humor (NFH), anti-commercial consumer rebellion level (ACR) and advertising involvement in the main effect was conducted.
Students were selected as research subjects for this study. 423 questionnaires were conducted through experimental design combined with online questionnaire. The empirical results were validated by using SPSS 17.0 and Smart PLS 2.0 statistical software.
The findings were :
1. Consumers presented a more positive attitude toward parody ads, and they do more preference were observed in the parody ads that used images for the main presentation over parody ads that used text for the main presentation.
2. Consumer reduced their positive attitude toward the original brand after they had been exposed to the parody ads. Consumers held a negative attitude toward the brand with moral defects over the brand with performance defects.
3. The need for humor and anti-commercial elements played a positive roles in the rebellion level of consumers. The more positive these two kinds of personal traits were, the lower the attitude toward the brand parodied became.
Consumers have positive intent to purchase intention to the products that were derived from the parody ads.

並列關鍵字

attitude toward the brand ； purchase intention ； parody ad ； attitude toward the ad

參考文獻

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