幽默平面广告的适用性研究

为了探讨哪一类别商品的平面广告更适合于采用幽默的诉求方式，研究随机选取160大学生为被试，以16则改编平面广告为实验材料，以广告类型（幽默，非幽默）、商品类别为自变量，以广告评价、广告顺序为协变量，以商品的印象程度、喜爱程度、购买意向为因变量，进行平衡设计实验。结果表明，幽默广告具有较好广告效果，可以提高受众对大宗工具、小奖赏和小工具型商品的记忆；幽默平面广告更适用于低风险、功能性商品，不适用于高风险、享乐性商品。

The Applicability of Humorous Print Ads

Humor is widely used in advertisements.However,it is not applicable to all.If not used properly,the humor inthe advertisements may have reversed influence.This research attempted to find out which types of merchandise humor was more applicable,using Product Color Matrix as the standard classification for merchandises.I chose two kinds of representative merchandise from each category,which were big tools(range hood,water heater),big toys(diamond bracelet,sports car),little treats(beer,juice),and little tools(toothpaste and beer bottle opener).Two different print advertisements were made for each merchandise,respectively,humorous ad and non-humorous ad.Two hypotheses were put forward:(1) humor always harvested good advertising effect;(2) humor acted differently on the merchandise of different types.A total of 16 adapted unfamiliar or foreign print advertisements were shown to 160 college students,who were randomly selected to take the questionnaire.In this experiment with balanced design,univariate analysis variance and multivariate analysis of variance were applied to analyze data.Whether humor was used in advertisement was the independent variable.Evaluation and the order of the ads were the covariates.Impression,preference,and purchase intention toward the merchandise were the dependent variables.Research results showed:merchandise classified as big tools,little treats,little tolls gained a better image when humor was applied to their advertisements.The images of merchandise classified as big toys were not affected,reardless of whather humor is applied.Respondents preferred ads without humor to that with humor when it came to big toys.Ads with big toys but without humor triggered more purchase intention than ads with humor.And the situation was just opposite with little tools.To sum up,humor is more applicable to ads of merchandise.These ads are functional products of low risks,but are not hedonic ones of high risks.