| Summary: | 碩士 === 聖約翰科技大學 === 企業管理系碩士班 === 100 === Advertisement is a very popular communication tool in marketing. In order to send the messages to their customers successfully, it is quite important for companies to know how to use the proper advertising technique. We found that the use of humor and endorser in advertising has become a major trend. This study investigates customers’ reaction to humorous advertisements and their endorsers. Two factors of humorous advertising (the sense of humor, the sense of relaxation) and two factors of advertising endorser (association, memory) are extracted by employing the factor analysis method. We use these factors and advertising effectiveness (advertising attitude, brand attitude, purchase intention) to as our research subjects. We found: (1) the sense of humor performed better than the sense of relaxation in advertising attitude;
(2) the sense of humor has positive influences on brand attitude and purchase intention, but the sense of relaxation is less effective;
(3) Memory performed better than association in advertising attitude;
(4) Association have positive influences on brand attitude in stead of memory;
(5) Association performed better than memory in purchase intention;
(6) The sense of humor have positive influences on association and memory, whereas the sense of relaxation is less effective.
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