廣告是一種為企業主通過商品或服務給消費者最直接的溝通渠道。在第一時間及充滿了廣告信息和競爭環境下，要吸引消費者的注意力並給予深刻的消息是不容易的任務；另外因許多人生活壓力大，希望偶爾放輕鬆一下，由此可知，幽默是廣告吸引人的元素之一，運用得當亦可提高廣告效果。故幽默廣告不僅吸引消費者的注意，更獲得廣告主的喜愛。 本研究探討幽默廣告的類型（情感取向/認知取向/社會取向）對品牌溝通的效果影響，並以前則廣告的品牌形象和廣告涉入程度為干擾變數來探討幽默廣告類型對品牌溝通效果的影響。採用組間(between experimental design)實驗設計，受測者隨機分配到實驗組和控制組。請受測者觀看各組之電視廣告後，填答問卷來收集數據。共收集240份問卷，使用變異數分析。 研究結果發現幽默廣告比非幽默廣告有更好的廣告態度及不同的幽默廣告類型對廣告態度的效果不相同。情感取向幽默廣告比其他幽默廣告產生更好的品牌回憶；另外，認知取向幽默廣告比其他幽默的廣告創造了更好的品牌知名度。 建議業者在目前工商繁忙的社會，為廣告增添幽默元素，不僅可以達到最大的廣告效果，有機會還可以得到廣告大獎，為自己錦上添花；另外，如果能夠針對自家產品搭配合適的幽默廣告類型，進而使消費者對於產品和品牌形象產生正面聯想，更是相得益彰。 Advertisement is one of the most direct channels of communication for the business owners to pass the goods or services to consumers. However, it is no easy task to attract consumers’ attention, leave profound messages in the consumers’ mind, and then to achieve the purpose of communication in the first time under the era filled with advertisement information and the competitive environment with high homogeneity. Thus, the way to present the advertisement is particularly important. Therefore, humorous advertisements are getting a way of the advertisers’ favorites. This study investigated the effect of the types of humorous advertisements (affective / cognitive orientation / social orientation) on the result of brand communication. We used the brand image of the previous interposed advertisement and the degree of advertising involvement as moderating variables to discuss the effect of the different types of humorous advertisements on brand communication. In this study, 3 (types of humorous advertisements) × 2 (brand image of the previous interposed advertisement) and 1 (non-humorous advertisement type) × 2 (brand image of the previous interposed advertisement) are used to experiment the design. After watching advertisements on TV, a questionnaire survey is handed out to the subjects to collect data. 240 people were randomly assigned to eight experimental groups and tested. Accordingly, the collected data is analyzed into descriptive statistics, factor analysis, reliability analysis, t-test, ANOVA analysis, correlation analysis and regression analysis. Based on the last empirical results, the main conclusions are as follows: 1. The effect of types of humorous advertisements on advertising attitude varies 2. Humorous advertisements have better advertising attitude than non-humorous advertisements 3. The humorous advertisement of affective orientation generates better brand recall than the other humorous advertisements 4. The humorous advertisement of cognitive orientation creates better brand recognition than the other humorous advertisements
