本研究主要探討幽默廣告類型 (情感型/認知型/社會型)對廣告態度、品牌態度溝通效果的影響。以廣告的涉入程度做為干擾變數來了解不同的幽默式廣告類型對廣告溝通效果的影響。本研究採用3(幽默廣告類型)X2(廣告涉入程度)的實驗設計，採用觀看電視廣告後用問卷調查的方式收集資料。受測者總共一百八十位，隨機均分派至六組實驗組。分析結果顯示認知取向的幽默式廣告的資訊處理偏向中央路徑，而情感取向的幽默式廣告則偏向周邊路徑。廣告涉入程度高時，認知取向的幽默廣告會有較佳之廣告態度；但廣告涉入程度低時，情感取向的幽默廣告會有較佳之廣告態度。不論廣告涉入程度高低，幽默廣告類型對品牌態度則較無明顯的差異。但對幽默廣告的態度確明顯影響對品牌態度。 This paper investigated how the three types of humor advertissment influence on persuation. An 3×2 facorial design was conducted, using questionnaire to collect data after respondents watching TV advertisements. This experiment involved 180 particapnts and assigned randomizely to one of six experimental groups. Results indicate that the cognitive humor advertisement leads to central route processing, while affective humor advertisement incline to peripheral route processing. Under high involvement, cognitive humor advertisement has better advertisement attitude than the other two types of humor. Affective humor advertisement invokes a favorable response to advertisement under low involvement. However, the type of humor has no difference on brand attitude no matter what involvement is. Findings also suggest that the brand attitude is mediated by the attitude toward the ad.
