幽默广告诉求及其传播效

幽默是广告中最常见的诉求方式之一。通过综合分析现有相关研究，发现：(1)幽默诉求在吸引受众注意、增强对广告及其品牌的偏好度上存在优势，但对广告品牌信息的加工是否存在促进或妨碍作用则尚未获得较为统一的结论；(2)该诉求的传播效果明显受到产品类型和卷入度、受众的幽默和认知需求、性别、文化差异、已有的品牌态度以及幽默的类型和相关性等诸多因素的影响。同时，目前尚存在对广告环境因素、传播的整体过程研究不足及理论总结不力等问题

Humor Advertising Appeal and Its Communication Effects

Humor is one of the most ordinary modes of advertising appeal. A review of the recent researches into the communication effects of humor appeals in advertising was summarized as follows: (a) Humor appeals had an advantage of attracting audience’s attention and increasing their degree of preference to the advertisements and the brands of certain products. However, a consistent conclusion had not been achieved as to whether humor appeals exerted promotion or inhibition to brand information processing. (b) The communication effects of humor appeals were obviously under the influences of products types and involvement, audience’s need for humor and cognition, gender, cultural differences and prior brand evaluation, the types of humor and other relevant factors. Furthermore, there remained some other problems. For example, environment influence research, systematic researches into communication process and theorization were still in need