広告効果に及ぼす知覚されたユーモアの影響 : 反復接触との関連を中心として
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概要
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Humor is one of the most widely employed message techniques in modern advertising. Researchers have indicated high levels of the usage of humor in advertising. Estimates of the use of humor in advertising suggest that as much as 28% of television commercials in Japan are intended to be humorous (Hanna, Gordon and Ridnour, 1994). While humor is indeed often used in advertising, the effects of perceived humor and repeated exposure to a humorous advertising message remain uncertain. The effects of repeated exposure to an advertising message have long been of interest to advertising researchers. Early research examined the effects of advertising repetition on outcome measures, such as attitudes, recall, and behavioral intention. Recently, researchers have studied the underlying processes that create the various observed responses to advertising messages after repeated exposure. The theoretical explanations of these studies have been borrowed from the two-factor theory. The two-factor theory presumes that two opposing factors determine attitude toward a repeatedly viewed stimulus. First, during initial exposures, an increasing positive affect is observed, an affect which is postulated to be due to either (1) a reduction in uncertainty and conflict toward the initially novel stimulus (Berlyne, 1970) or (2) an increasing opportunity to learn more about the stimulus (Stang, 1975). Next, at higher levels of exposure, a negative response, such as tedium, increases. This negative response is posited to be due to boredom, decreased incremental learning, satiation, reactance and/or tedium. The net effect of these opposing factors is an inverted-U relationship between the number of exposures and attitude. This study explores the impact of perceived humor and repeated exposure to an advertising message on familiarity and tedium processes, as suggested by the two-factor theory. In the study, two kinds of television commercials were presented to 115 undergraduate students. The subjects were then asked to answer a series of questions. The major findings were as follows: (1) A subject's perceived familiarity with the commercial was increased by perceived humor, even if the exposure level was low. (2) Tedium, which was defined as a subject's negative feeling toward viewing the test commercial again in the study, was decreased by perceived humor, even if the exposure level was high. (3) A subject's perceived familiarity and tedium, not the levels of exposure, affected the attitude toward the advertisement.
- 東京女子大学の論文
- 2000-03-10