|其他題名:||The effects of humor in the ads on consumers’ purchase intention|
Comparative advertisement is a common advertising form in brand management. By comparing with well-known brands in the same industry, advertised brand claims that product attributes are superior to the compared brand to achieve brand differentiation, tries to win consumers' attention to the advertised brand and build brand awareness and brand image, and earns consumers’ confidence in product quality. Past studies have found that the concreteness and humor of advertisement content will affect advertisement effectiveness. The concrete content of advertisement delivered to consumers is direct and easy to understand, and it will be easier for consumers to know the advertisement messages. Oppositely, ads which is not concrete is more obscure and is not easy for consumers to receive ads messages, and the advertisement effectiveness is poor. If the advertisement is humorous, it can attract more consumers' attention, trigger consumers' emotional reactions, and have more consumer positive attitude towards the advertisement and the brand. This study argues that if the humor of advertisement is high, it can have great advertisement effectiveness even the concreteness is low. This study verifies the hypotheses in the context of comparative advertisement. In this study, two comparative advertisements, Coca-Cola and BMW, were selected for the experiment. These two advertisements satisfied the pre-tests on concreteness and humor; Coca-Cola advertisement is not concrete but humorous, and BMW advertisement is not concrete and not humorous. The formal experiment adopted the between-subjects experimental design, and collected 94 valid samples for Coca-Cola and 73 for BMW, respectively. The manipulative tests found that the two advertisements were significantly different in concreteness, and Coca-Cola advertisement was more concrete. It is also found that there was a significant difference in humor between the two advertisements, and BMW had greater humor. The manipulative results were failed and not as expected. However, BMW advertisement was more humorous than Coca-Cola advertisement, this research continued to verify the advertisement effectiveness of the two ads. The three research hypotheses were partially supported. The results found that, compared to low humorous advertisement, high humorous advertisement had more positive advertisement attitude, brand attitude, and purchase intention.
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