| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 102 === The purpose of this study is to discuss the impacts under race difference endorser (western men / eastern men), sexual humor (sexual humor appeal / neutral appeal) and different brands of gender (male brand / female brand) on the advertising effectiveness. A total of 235 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some findings in this study: (1) Western men endorser has higher advertising effectiveness than eastern men endorser; (2) Sexual humor appeal has higher advertising effectiveness than neutral appeal; (3) Under female brand, the effectiveness of western men endorser and eastern men endorser have no difference; (4) Under male brand, western men endorser has higher advertising effectiveness than eastern men endorser; (5) Under male brand, sexual humor appeal has higher advertising effectiveness than neutral appeal.
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