The Influences of Humorous Advertising on the Advertising Effectiveness–The Moderating Effects of Fear Appeals and Message Framing
碩士 === 輔仁大學 === 心理學系 === 98 === This study attempts to assess the impacts of three humorous advertising types (affective humor, cognitive humor, and social humor) on advertising effectiveness. Advertising appeals (fear appeals/non-fear appeals) and message framing (positively framed messages/negativ...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/30761821477667604273 |