| Summary: | 碩士 === 輔仁大學 === 心理學系 === 97 === The main purpose of this study was to the multi-dimensional categories of humor in advertising. Most previous studies discussing the definitions and categories of humorous ads always lack the overall conception of multi-dimensional construction (MDC). Therefore, this study attempted to develop multi-dimensional the categories of humor in print advertising and understand how the humorous ads used in Taiwan
Expert judge was used to confirm the multidimensional approach and the trend in 1,212 copies of print ads of Times Advertising Award over the past 10 years (1998 - 2007). All ads were evaluated by five professionals in fields of humor psychology, advertising, and marketing. After reviewing and analyzing the previous humor research in ads, the researcher found the main three dimensions and nine categories as follows: (1) Construct: pun, attack, and comparison; (2) Content: sex, surprise, and ludicrousness; (3) Mechanism: cognition, affective, and social.
Furthermore, the findings of this study indicated that (1) Most print ads in Times Advertising Award includes humorous elements; (2) The humorous elements of all print ads contains the following five categories: pun, comparison, cognition, ludicrousness, and surprise; (3) The print ads of both high-product and low-product involvement include the large number of humorous elements; (4) There are six main combinations of the above categories of multi-dimensional humor in print ads: pun-sex, pun-ludicrousness, comparison-surprise, cognition-surprise, cognition-surprise, and attack-social; (5) The association of multi-dimensional construct of the humorous category in print ads is the psychology-social construct.
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