幽默在恐怖訴求裡扮演的角色與功能：以全聯中元節廣告影片為例

現今廣告影片市場蓬勃發展，廣告表現的種類與風格多變，廣告業者透過廣告宣傳讓大眾對產品有一定的認知與了解，以及促使消費者產生購買的慾望，近年來廣告不只為了行銷產品，也會透過廣告宣傳一種意念或是意識上的支持，廣告除了是產品的重要傳遞媒介以外，廣告業者也希望透過廣告在觀看者心中留下深刻的印象。恐怖訴求是近年來備受歡迎的廣告策略與執行之一，而幽默似乎總在恐怖訴求中扮演著緩解恐怖、提升好感等角色。本研究主要探討幽默在恐怖訴求中所扮演的角色與其功能；本研究以全聯福利中心的中元節系列廣告為研究對象，以文本分析法對廣告影片進行樣本分析，從三幕式劇情結構角度解析2013年至2017年，這7支恐怖訴求的廣告影片如何運用幽默此成功因子，亦藉由第一階段問卷調查，輔助恐怖及幽默感知的評分與第二階段發放50份問卷將幽默影片類型進行落定，以及了解觀眾的喜好與男女性對於幽默廣告的偏好，本研究發現這些影片都有個共同點，影片第一幕皆以恐怖訴求劇情為開頭鋪陳，大致上運用「仿擬」、「設問」修辭，增加緊張與困惑感；第二幕運用「映襯」、「類疊」、「飛白」等修辭增加劇情效果；第三幕也皆是運用幽默的方式來淡化、舒緩恐怖氛圍當作結尾。另外隨著觀眾對於幽默的理解不同，也會有不同的幽默認同效果。

關鍵字

全聯福利中心；恐怖訴求；幽默廣告；三幕式劇情；修辭學

並列摘要

In the present day, the commercial market has been flourishing. There are various types of presentations and styles of commercials. Advertising companies aim to deliver information and knowledge about a product to consumers through commercials, in order to urge them to purchase the product. In recent years, commercials are not only used for product marketing, but also used to deliver an idea or to support a philosophy. Commercials are no longer solely an important medium to deliver messages about products. Advertising companies also intend to leave a strong impression on their viewer. One of the popular strategies in recent years is using the appeal of fear. In fear appeal, humor is used to ease fear and promote an overall sense of feeling good. This study is aimed to explore the role humor plays in fear appeals and its functions. The research subject of this study was the Ghost Festival commercial series by PX Mart. Through review of literature, this study probed into the theories in relation to the stories of these commercials and then analyzed the sample commercials using the textual analysis method. From the perspective of the 3-act structure theory, this study identified the factors behind the successful applications of fear in these commercials with fear appeals. Through a conducted survey, the type of humor was identified in the films and what the audience preferred determined. The study showed that the films all had one thing in common. The first scene in the film is always set around the fear appeal. In general, a rhetorical question is used to increase anxiety and causes confusion. The second scene usually uses humor and fear to set off each other through repetition, slang, etc.. in order to elaborate the effects of the scene. The third scene also uses humor to mollify the fear appeal as the scene closes. When it comes to humor, not everyone will appreciate or understand what is being displayed. In summary, not everyone will experience or appreciate humor in the same way.