The Influences Of The Humorous Advertising And The Product Involvement On The Persuasion Effect Of Advertisement: An Experiment Research

Now humorous is used frequently in advertising. It evokes pleasure, which in turn lead to increased persuasion. This thesis adopt experiment to measure the influences of the humorous advertising and product involvement on the persuasion effect of advertisement, my objective is to enrich the research of the humorous advertising in our country, give more theory and practice help to design humorous advertising for advertising industry.The independent variables are the types of humorous advertisements (affective humorous advertisements/cognitive humorous advertisements) and the product involvement (high involvement/low involvement),the dependent variables are advertisement persuasion effects, which include the advertisement attitude, the brand attitude and the purchasing intention. The experiment is conducted with a 2*2 design. The research results indicated that:1. Humorous advertising has great effects on the persuasion effect of advertising.2. Cognitive humor advertising has better effects on advertising attitudes than affectional humor advertising.3. There are little differences between cognitive humor advertising and affectional humor advertising humor advertising in brand attitudes.4. Cognitive humor advertising has better effects on purchasing intention than affectional humor advertising.5. Product involvement have great differences in advertising persuasion effect.6. Humor advertising types and product involvements have great differences in presenting advertising persuasion effect.7. There are great differences between humor advertising types and product involvements in advertising attitudes.8. There are little differences between humor advertising types and product involvements in brand attitudes.9. There are great differences between humor advertising types and product involvements in purchasing intention.