dc.description.abstract | Humor is a common human behavior that western society has attached great importance to. In recent years, cultural changes in the Ear East area had been greatly influenced by the Western cultures and economies (Zhang and Harwood, 2004), and the increasing acceptance toward the sense of humor was an example of it. Humor was often used as the basic elements in social communication skills, 94% of the advertising industry and 55% of research institutions also believed that the sense of humor attracts attention (Weinberger & Gulas, 1992).
Advertisement had always been one of the most recommended methods for marketing strategy in the industry. In order to effectively enhance the effects brought by the advertisements, the advertising field had been very competitive in designing the most attractive advertisements. The use of humorous elements had become very common in today’’s advertising activities, as it is one of the best way to catch the attention of consumers, and pique their interests in products and services. With the increase use of humorous ads, understanding the effects of humorous advertising had become an important research topic.
There are many ways to generate humor, parody is one of them to create funny advertising messages, by imitating, changing the characteristics of an original ad to lead to humorous effect, thus achieving the purpose of satire, against the original brand. This study is to investigate the response from consumers via different presentation styles and aspirations purposes within the parody advertising situation, and resulting positive and negative perceptions. Weather their attitudes and intent to purchase were influenced by the original ad and the brand parodied. A measure of the moderating role of need for humor (NFH), anti-commercial consumer rebellion level (ACR) and advertising involvement in the main effect was conducted.
Students were selected as research subjects for this study. 423 questionnaires were conducted through experimental design combined with online questionnaire. The empirical results were validated by using SPSS 17.0 and Smart PLS 2.0 statistical software.
The findings were :
1. Consumers presented a more positive attitude toward parody ads, and they do more preference were observed in the parody ads that used images for the main presentation over parody ads that used text for the main presentation.
2. Consumer reduced their positive attitude toward the original brand after they had been exposed to the parody ads. Consumers held a negative attitude toward the brand with moral defects over the brand with performance defects.
3. The need for humor and anti-commercial elements played a positive roles in the rebellion level of consumers. The more positive these two kinds of personal traits were, the lower the attitude toward the brand parodied became.
Consumers have positive intent to purchase intention to the products that were derived from the parody ads.
| en_US |