How humor factors influence advertising effect:Review of foreign research on Advertising humor
- 新闻传播－已发表论文 
幽默是广告实务中经常使用的诉求方式。幽默对广告效果发挥什么样的作用受到很多因素的影响,脱离开这些影响因素单纯地讨论幽默具有何种效果没有任何意义。本文通过国外相关文献的回顾,将国外研究者所关注的、对幽默的作用能产生较大影响的各种因素做了一个分类总结,将他们归为幽默自身因素、受众个体因素、产品因素、广告执行因素四类。通过对这些因素的回顾与介绍,以期为国内的广告实务提供一些有益的参考。Humor is frequently used in advertising practice as an Ad appeal. What roles that it may play to AD effects are influenced by many factors. Discussing the impact of humor without consideration of these factors is of no significance. In this review,I classified them into four categories,which were humor factors,audience factors,product factors and Ad executive factors. These factors were taken seriously by many foreign researchers for their relative important impact on humor’s effects. I hope this paper can do some good for china’s advertising practice.