The Impact of Negative Appeals and Humorous Appeals on the Remove Advertising Effectiveness – The Moderating Effects of Gelophobia Tendency

• Main Authors: HSIEH, YI-CHIN, 謝宜瑾
• Other Authors: LIN, YAO-NAN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/b9995d

碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 106 === The purpose of this study is to discuss the impacts of remove activities under different degrees of negative political advertising (issue attack / image attack), humor appeals (humor / non-humor) on advertising effectiveness, and the moderate variable is voters’ gelophobia tendency (high /low) . A total of 228 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. The results indicated as follows: (1) The ads of issue attack have higher advertising effectiveness than the ads of image attack; (2) The humorous advertising have higher advertising effectiveness than non-humorous advertising; (3) The negative appeals and humorous appeals have no difference in advertising effectiveness ; (4) For high or low gelophobia tendency voters, the issue attack ads have higher advertising effectiveness than the image attack ads;(5) For lower gelophobia tendency voters, humorous advertising have higher advertising effectiveness than non-humorous advertising;For higher gelophobia tendency voters,the humorous advertising and non-humorous advertising have no difference.