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The Influences of the Humorous Advertising and the Product Involvement on the Persuasion Effect of Advertisement: An Experiment Research

Author: SuLiPing
Tutor: YangXianShun
School: Jinan University
Course: Communication
Keywords: Humorous ads Cognitive humorous ads Affective humorous ads Product embroiled degrees Persuasive effect
CLC: F713.8
Type: Master's thesis
Year: 2010
Downloads: 476
Quote: 2
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Abstract


Humor increasingly be used for advertising , humorous ads can arouse consumers' sense of surprise or pleasure , can reduce resentment consumer advertising information , attention and memory advertising allows consumers to think , and then enhanced to convince effects . In this paper, the experimental research methods to discuss the impact of the humorous ad type and products involved in the degree of the persuasive effect , can enrich the study of domestic humor advertising , provide a reference for the advertising industry produced humorous ads . In this study, the argument for the the humorous ad type ( humorous advertising of cognitive , affective humorous ads) and products involved in the degree ( the high product embroiled degrees , low product involvement in degrees) , the dependent variable as the persuasive effect of advertising ( advertising attitude brand attitude and purchase intention ) . 2 * 2 experimental design . The study found that : 1 . Different type of humorous ads presented persuasive effect on the part of the significant differences . Affective humor humorous ads advertising more cognitive produce better advertising attitude . 3 different types of humorous ads on brand attitude no statistically significant difference . 4 . Affective humorous advertising compared with cognitive -type humor advertising can generate better purchase intention . 5 different products involved in the degree of humorous advertising persuasion effects were significantly different . 6 . Humor advertising type products involved in the degree of cross section significantly presented persuasive effect . Humorous ad type products involved in the degree in advertising attitudes have a significant role in the cross . Humorous ad type and products involved in the degree of brand attitude cross . The humor advertising type products involved in the degree of significant cross effect on the willingness to buy .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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