摘要
广告作为现代营销传播的重要工具，其内容设计对消费者记忆与态度具有深远影响。本研究聚焦于广告中幽默元素的作用机制，探讨其如何影响消费者的记忆水平和态度形成。通过系统回顾相关文献，发现现有研究多集中于单一变量分析，而对幽默元素的综合效应及其边界条件关注不足。为此，本研究采用实验法，设计了包含高幽默、低幽默及无幽默三种广告类型的对比实验，并邀请300名消费者参与测试。研究结果表明，幽默元素能够显著提升广告的记忆效果，同时改善消费者对广告及品牌的积极态度；然而，这种效应在不同产品类别中存在差异，功能性产品相较于享乐性产品更能从幽默广告中获益。此外，研究还揭示了幽默程度与广告效果之间的倒U型关系，即适度的幽默更有利于实现传播目标。本研究的创新点在于首次将幽默元素的强度与适用范围纳入统一框架进行考察，并提出了幽默广告设计的优化策略。这一成果不仅丰富了广告心理学理论，也为企业广告创意实践提供了科学依据，有助于提高广告传播效率与市场竞争力。
关键词：幽默广告；消费者记忆；态度形成；倒U型关系；产品类别差异
Abstract
Advertising, as a crucial tool in modern marketing communication, plays a significant role in shaping consumer memory and attitudes through its content design. This study focuses on the mechanism of humor elements in advertisements and investigates their influence on consumers' memory levels and attitude formation. A systematic review of the literature reveals that existing studies predominantly concentrate on single-variable analyses, with insufficient attention paid to the comprehensive effects of humor and its boundary conditions. To address this gap, this study employs an experimental approach by designing a comparative experiment involving three types of advertisements: high humor, low humor, and no humor. Three hundred consumers were recruited to participate in the test. The results indicate that humor significantly enhances the memorability of advertisements and improves consumers' positive attitudes toward both the advertisement and the brand. However, this effect varies across product categories, with functional products benefiting more from humorous advertisements than hedonic ones. Furthermore, the study uncovers an inverted U-shaped relationship between the degree of humor and advertising effectiveness, suggesting that moderate levels of humor are most conducive to achieving communication ob jectives. The novelty of this research lies in its integration of the intensity and applicability of humor into a unified fr amework for examination, along with the proposal of optimization strategies for designing humorous advertisements. This contribution not only enriches the theoretical foundation of advertising psychology but also provides empirical guidance for corporate advertising creativity, thereby enhancing advertising efficiency and market competitiveness.
Keywords：Humorous Advertising; Consumer Memory; Attitude Formation; Inverted U-shaped Relationship; Product Category Differences
目 录
摘要 I
Abstract II
一、绪论 1
(一) 广告中幽默元素的研究背景 1
(二) 幽默对消费者记忆与态度的意义 1
(三) 国内外研究现状分析 1
(四) 本文研究方法与结构安排 2
二、幽默元素对消费者记忆的影响机制 2
(一) 广告中幽默的定义与分类 2
(二) 幽默如何增强广告记忆效果 3
(三) 消费者记忆的心理学基础 3
三、幽默元素对消费者态度的作用路径 4
(一) 幽默对消费者情感体验的影响 4
(二) 广告态度向品牌态度的转化机制 4
(三) 不同类型幽默对态度的差异化作用 5
四、幽默元素在广告中的应用策略研究 5
(一) 幽默广告的设计原则与注意事项 5
(二) 文化背景对幽默广告效果的影响 6
(三) 实证研究 7
结 论 8
参考文献 9
