學術產出-Theses
Article View/Open
Publication Export
-
題名 好笑就不反感了嗎？幽默置入的效果研究——以網絡自製節目「奇葩說」為例
Research on the effect of humor in product placement - Take an online program as an example作者 俞秋豔
Yu, Qiu-Yan貢獻者 林芝璇
俞秋豔
Yu, Qiu-Yan關鍵詞 置入行銷
顯著度
幽默
認知需求
廣告效果日期 2018 上傳時間 9-Nov-2018 15:59:24 (UTC+8) 摘要 過去有關置入行銷的研究主要涉及電視電影或網絡遊戲，本研究嘗試探討在網絡自製綜藝中的置入。主要探究在網絡自製綜藝中置入的顯著度是否會影響品牌置入的記憶、態度及行為，以及幽默訴求是否會影響置入顯著度的廣告效果，並以認知需求作為研究的調節變項。本研究採用2（置入顯著度：顯著置入/隱約置入）×2（幽默：有幽默/無幽默）×2（認知需求：高認知需求/低認知需求）的多因子實驗設計。研究結果發現在網絡自製綜藝中採用低熟悉度的品牌時，顯著置入會產生較高的品牌記憶度，對品牌態度和購買意願無影響；幽默訴求會提高不同顯著度置入的品牌記憶度，對品牌態度和購買意願影響不顯著；認知需求不存在調節作用。 參考文獻 〈中國互聯網絡發展狀況統計報告〉（2018年3月5日）。取自中國互聯網絡信息中心網頁http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/〈奇葩說廣告收入破億成風口標桿，創新互聯網綜藝紀錄〉（2015年6月15日）。取自愛奇藝網頁 http://www.iqiyi.com/common/20150616/934aea404f75f6bb.html李翔（2012）。〈 從視頻集納到自我產制:中國網絡電視節目自制現象研究〉，《新聞 界》，14：44-47。李蕾（2016年05月31日）。〈網絡綜藝熱〉，《光明日報》。取自 http://hb.people.com.cn/BIG5/n2/2016/0531/c194063-28430417.html林秀雲（2013）。《 社會科學研究方法》， 台北: 雙葉。（原書 Babbie, E. R. (2012). The practice of social research）吳長生、林聖傑 （2013）。〈產品置入型態之置入效果研究 :幽默場景之干擾角色〉，《管理與資訊學報 》，18：1-27.唐亞新（2013）。〈 視頻網站自制節目對傳統電視節目的影響——以優酷網自制節目為例〉，《 新聞世界》，5：133-134。高泉豐（1994）。〈認知需求的概念與測量〉，《中華心理學刊》，36：1-20。徐帆（2012）。〈從UGC到PGC：中國視頻網站內容生產的走勢分析〉，《 中國廣告》，2： 55-57。許安琪（2005）。〈 置入？植入？製入？智入？從多元面向觀點檢視置入性行銷〉，《中華傳播學刊》，8：161-178。莊若江（2013）。〈 網絡自制劇的崛起、發展與跨媒介傳播〉，《現代傳播（中國傳媒大學學報）》，35（6）：75-78。維金（2018年4月20日）。〈eMarketer：中國用戶玩手機時間即將超過看電視〉《TechCrunch》，取自 https://tw.news.yahoo.com/emarketer-170858878.html羅攀（2016年5月04日）。〈2016年網絡自制節目起航，純網綜藝持續發力〉，《中國網》，取自 http://www.chinanews.com/yl/2016/05-04/7857167.shtmlAttardo, S. (1994). Linguistic Theories of Humor, New York: Mouton de Gruyter.Avramova, Y. R., Pelsmacker, P. D., & Dens, N. (2016). Brand placement in text: the short- and long-term effects of placement modality and need for cognition. International Journal of Advertising, 36(1), 1-23.Balasubramanian, S. K. (1994). Beyond advertising and publicity: hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46.Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 35(3), 115-141.Babin, L. A., & Carder, S. T. (1996a). Viewers’ recognition of brands placed within a film. International Journal of Advertising ,15(2),140-151.Babin, L. A., & Carder, S. T. (1996b). Advertising via the box office: Is product placement effective? Journal of Promotion Management, 3(1/2), 31-51.Brennan, L., Dubas, K. M.,& Babin, L. A.(1999). The influence of product placement type and exposure time on product placement recognition. International Journal of Advertising ,18(3), 323-337.Bressoud, E., Lehu, J. M., & Russell, C. A. (2010). The product well placed: the relative impact of placement and audience characteristics on placement recall. Journal of Advertising Research, 50(4), 374-385.Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The efficient assessment of need for cognition, Journal of Personality Assessment, 48(3), 306-307.Cauberghe, V., & P. De Pelsmacker. (2010). Advergames: The impact of brand prominence andgame repetition on brand responses. Journal of Advertising, 39 (1): 5-18.Chang, C. (2005) Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11): 887-910.Chattopadhyay, A., & Basu, K. (1990). Humor in advertising: the moderating role of prior brand evaluation. Journal of Marketing Research, 27(4), 466-476.Cline, T. W., & Kellaris, J. J. (2003). When does humor enhance or inhibit ad responses? Journal of Advertising, 32 (3), 31-45.Cowley, E., & Barron, C. (2008). When product placement goes wrong: the effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98.d’Astous, A., & Chartier, F. (2000). A study of factors affecting consumer evaluations and memories of product placements in movies. Journal of Current Issues and Research in Advertising, 22, 31-41.Duncan, C. P., & Nelson, J. E. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14 (2), 33-40.Decoster, J., & Claypool, H. M. (2004). A meta-analysis of priming effects on impression formation supporting a general model of informational biases. Personality & Social Psychology Review, 8(1), 2-27.D`Astous, A., & Chartier, F. (2012). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues & Research in Advertising, 22(2), 31-40.Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95.Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.Forgas, J. P. (1995). Mood and judgment: the affect infusion model (AIM). Psychological Bulletin, 117(1), 39-66.Friestad, M., & Wright, P. (1994). Persuasion knowledge model: how people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.Geuens, M., & Pelsmacker, P. D. (2002). The role of humor in the persuasion of individuals varying in need for cognition. Advances in Consumer Research Association for Consumer Research, 29(1), págs. 50-56.Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: the effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59.Groza, N., & Cuesta, J. (2011). Sexist humour in advertising: just a joke or marketing strategy? International Journal of Arts and Technology, 4(1), 61–72.Homer, P. M. (2009). Product placements. Journal of Advertising, 38(3), 21-32.Ian, Brennan., & Laurie, A. Babin. (2004). Brand placement recognition. Journal of Promotion Management, 10(1-2), 185-202.Karrh, J. A. (1994). Effects of brand placement in motion pictures. In Karen W. King, editor, Proceedings of the 1994 American Academy of Advertising Conference. Athens, GA: American Academy of Advertising, 90-96.Law, S., & Braun, K. A.(2000). I`ll have what she`s having: gauging the impact of product placements on viewers. Psychology & Marketing, 17(12), 1059-1075.Lee, M. & Faber, R. J.( 2007). Effects of product placement in on-line games on brand memory: a perspective of the limited-capacity model of attention. Journal of Advertising, 36(4), 75-90.Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism Review, 65(3), 16-34.Long, D. L., & Graesser, A. C. (1988). Wit and humor in discourse processing. Discourse Processes, 11(1), 35-60.Madden, T. J., & Weinberger, M. G. (1984). Humor in advertising: A practitioner view. Journal of Advertising Research, 24(4), 23-29.Newell, J., Salmon, C.T., & Chang, S. (2006). The hidden history of product placement. Journal of Broadcasting & Electronic Media, 50(4), 575-594.Norris, C. E., & Colman, A. M. (1992). Context effects on recall and recognition of magazine advertisements. Journal of Advertising, 21(3), 37-46.Paivio, A. (1971). Imagery and verbal processes. Imagery & Verbal Processes, 25(4), 535-579.Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.Petty, R. E., Demarree, K. G., Briñol, P., Horcajo, J., & Strathman, A. J. (2008). Need for cognition can magnify or attenuate priming effects in social judgment. Personality & Social Psychology Bulletin, 34(7), 900-912.Petty, R. E., Haugtvedt, C. P., & Smith, S. M. (1995). Elaboration as a determinant of attitude strength: creating attitudes that are persistent, resistant, and predictive of behavior. Ohio State University Series on Attitudes and Persuasion, 4, 93-130.Petty, R. E., & Jarvis, W. B. G. (1996). An individual differences perspective on assessing cognitive processes. In N. Schwarz & S. Sudman (Eds.), Answering Questions: Methodology for Determining Cognitive and Communicative Processes in Survey Research (pp. 221-257). San Francisco: Jossey-Bass.Petty, R. E., Schumann, D. W., Richman, S. A., & Strathman, A. J. (1993). Positive mood and persuasion: different roles for affect under high- and low-elaboration conditions. Journal of Personality & Social Psychology, 64(1), 5-20.Reijmersdal, E. V.(2009). Brand placement prominence: good for memory! bad for attitudes? Journal of Advertising Research, 49(2), 151-153.Russell, C. A.(2002). Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude. Social Science Electronic Publishing, 29(3), 306-318.Sapolsky, B. S., & Kinney, L. (1994). You oughta be in pictures: product placements in the top-grossing films of 1991. Academy of Advertising ConferenceSpeck, P. S. (1991). The humorous message taxonomy: a framework for the study of humorous ads. Current Issues & Research in Advertising, 13(1-2), 1-44.Spotts, H. E., Weinberger, M. G., & Parsons, A. L. (1997). Assessing the use and impact of humor on advertising effectiveness: A Contingency Approach. Journal of Advertising, 26(3), 17-32.Suls, J. M.(1972). A two-stage model for the appreciation of jokes and cartoons. The Psychology of Humor: Theoretical Perspectives and Empirical Issues, 1, 81-100.Turcotte, S. (1995). Gimme a bud! The feature film product placement industry. Unpublished master’s thesis, University of Texas at Austin.Tse, A., & Lee, R. P. (2001). Zapping behavior during commercial breaks. Journal of Advertising Research, 41(3), 25-30.Weinberger, M. G., & Gulas, C. S.(1992).The impact of humor in advertising: a review. Journal of Advertising, 21(4), 35-59.Yang, M., & Roskos-Ewoldsen, D. R.(2007). The effectiveness of brand placements in the movies: levels of placements, explicit and implicit memory, and brand-choice behavior. Journal of Communication, 57(3), 469–489.Zhang, Y. (1996). The effect of humor in advertising: an individual‐difference perspective. Psychology & Marketing, 13(6), 531-545. 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
105464073資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105464073 資料類型 thesis dc.contributor.advisor 林芝璇 zh_TW dc.contributor.author (Authors) 俞秋豔 zh_TW dc.contributor.author (Authors) Yu, Qiu-Yan en_US dc.creator (作者) 俞秋豔 zh_TW dc.creator (作者) Yu, Qiu-Yan en_US dc.date (日期) 2018 en_US dc.date.accessioned 9-Nov-2018 15:59:24 (UTC+8) - dc.date.available 9-Nov-2018 15:59:24 (UTC+8) - dc.date.issued (上傳時間) 9-Nov-2018 15:59:24 (UTC+8) - dc.identifier (Other Identifiers) G0105464073 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/120913 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 105464073 zh_TW dc.description.abstract (摘要) 過去有關置入行銷的研究主要涉及電視電影或網絡遊戲，本研究嘗試探討在網絡自製綜藝中的置入。主要探究在網絡自製綜藝中置入的顯著度是否會影響品牌置入的記憶、態度及行為，以及幽默訴求是否會影響置入顯著度的廣告效果，並以認知需求作為研究的調節變項。本研究採用2（置入顯著度：顯著置入/隱約置入）×2（幽默：有幽默/無幽默）×2（認知需求：高認知需求/低認知需求）的多因子實驗設計。研究結果發現在網絡自製綜藝中採用低熟悉度的品牌時，顯著置入會產生較高的品牌記憶度，對品牌態度和購買意願無影響；幽默訴求會提高不同顯著度置入的品牌記憶度，對品牌態度和購買意願影響不顯著；認知需求不存在調節作用。 zh_TW dc.description.tableofcontents 目次第一章 緒論 1第一節 研究動機與研究問題 1第二節 研究章節架構 6第二章 文獻探討 7第一節 置入行銷 7第二節 幽默 13第三節 認知需求 19第三章 研究方法 25第一節 研究架構與假設 25第二節 研究設計 27第三節 實驗物的選擇與設計 29第四節 變項的定義與測量 34第四章 研究結果與分析 38第一節 實驗受試者樣本分布 38第二節 前提檢定與操弄檢定 39第三節 量表信度檢驗 41第四節 假設驗證 42第五章 結論 55第一節 發現與討論 55第二節 學術與實務貢獻 60第三節 研究限制與未來建議 63參考文獻 65附錄 71附錄一 前測問卷 71附錄二 正式施測問卷 72 zh_TW dc.format.extent 1853242 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105464073 en_US dc.subject (關鍵詞) 置入行銷 zh_TW dc.subject (關鍵詞) 顯著度 zh_TW dc.subject (關鍵詞) 幽默 zh_TW dc.subject (關鍵詞) 認知需求 zh_TW dc.subject (關鍵詞) 廣告效果 zh_TW dc.title (題名) 好笑就不反感了嗎？幽默置入的效果研究——以網絡自製節目「奇葩說」為例 zh_TW dc.title (題名) Research on the effect of humor in product placement - Take an online program as an example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 〈中國互聯網絡發展狀況統計報告〉（2018年3月5日）。取自中國互聯網絡信息中心網頁http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/〈奇葩說廣告收入破億成風口標桿，創新互聯網綜藝紀錄〉（2015年6月15日）。取自愛奇藝網頁 http://www.iqiyi.com/common/20150616/934aea404f75f6bb.html李翔（2012）。〈 從視頻集納到自我產制:中國網絡電視節目自制現象研究〉，《新聞 界》，14：44-47。李蕾（2016年05月31日）。〈網絡綜藝熱〉，《光明日報》。取自 http://hb.people.com.cn/BIG5/n2/2016/0531/c194063-28430417.html林秀雲（2013）。《 社會科學研究方法》， 台北: 雙葉。（原書 Babbie, E. R. (2012). The practice of social research）吳長生、林聖傑 （2013）。〈產品置入型態之置入效果研究 :幽默場景之干擾角色〉，《管理與資訊學報 》，18：1-27.唐亞新（2013）。〈 視頻網站自制節目對傳統電視節目的影響——以優酷網自制節目為例〉，《 新聞世界》，5：133-134。高泉豐（1994）。〈認知需求的概念與測量〉，《中華心理學刊》，36：1-20。徐帆（2012）。〈從UGC到PGC：中國視頻網站內容生產的走勢分析〉，《 中國廣告》，2： 55-57。許安琪（2005）。〈 置入？植入？製入？智入？從多元面向觀點檢視置入性行銷〉，《中華傳播學刊》，8：161-178。莊若江（2013）。〈 網絡自制劇的崛起、發展與跨媒介傳播〉，《現代傳播（中國傳媒大學學報）》，35（6）：75-78。維金（2018年4月20日）。〈eMarketer：中國用戶玩手機時間即將超過看電視〉《TechCrunch》，取自 https://tw.news.yahoo.com/emarketer-170858878.html羅攀（2016年5月04日）。〈2016年網絡自制節目起航，純網綜藝持續發力〉，《中國網》，取自 http://www.chinanews.com/yl/2016/05-04/7857167.shtmlAttardo, S. (1994). Linguistic Theories of Humor, New York: Mouton de Gruyter.Avramova, Y. R., Pelsmacker, P. D., & Dens, N. (2016). Brand placement in text: the short- and long-term effects of placement modality and need for cognition. International Journal of Advertising, 36(1), 1-23.Balasubramanian, S. K. (1994). Beyond advertising and publicity: hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46.Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 35(3), 115-141.Babin, L. A., & Carder, S. T. (1996a). Viewers’ recognition of brands placed within a film. International Journal of Advertising ,15(2),140-151.Babin, L. A., & Carder, S. T. (1996b). Advertising via the box office: Is product placement effective? Journal of Promotion Management, 3(1/2), 31-51.Brennan, L., Dubas, K. M.,& Babin, L. A.(1999). The influence of product placement type and exposure time on product placement recognition. International Journal of Advertising ,18(3), 323-337.Bressoud, E., Lehu, J. M., & Russell, C. A. (2010). The product well placed: the relative impact of placement and audience characteristics on placement recall. Journal of Advertising Research, 50(4), 374-385.Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The efficient assessment of need for cognition, Journal of Personality Assessment, 48(3), 306-307.Cauberghe, V., & P. De Pelsmacker. (2010). Advergames: The impact of brand prominence andgame repetition on brand responses. Journal of Advertising, 39 (1): 5-18.Chang, C. (2005) Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11): 887-910.Chattopadhyay, A., & Basu, K. (1990). Humor in advertising: the moderating role of prior brand evaluation. Journal of Marketing Research, 27(4), 466-476.Cline, T. W., & Kellaris, J. J. (2003). When does humor enhance or inhibit ad responses? Journal of Advertising, 32 (3), 31-45.Cowley, E., & Barron, C. (2008). When product placement goes wrong: the effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98.d’Astous, A., & Chartier, F. (2000). A study of factors affecting consumer evaluations and memories of product placements in movies. Journal of Current Issues and Research in Advertising, 22, 31-41.Duncan, C. P., & Nelson, J. E. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14 (2), 33-40.Decoster, J., & Claypool, H. M. (2004). A meta-analysis of priming effects on impression formation supporting a general model of informational biases. Personality & Social Psychology Review, 8(1), 2-27.D`Astous, A., & Chartier, F. (2012). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues & Research in Advertising, 22(2), 31-40.Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95.Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.Forgas, J. P. (1995). Mood and judgment: the affect infusion model (AIM). Psychological Bulletin, 117(1), 39-66.Friestad, M., & Wright, P. (1994). Persuasion knowledge model: how people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.Geuens, M., & Pelsmacker, P. D. (2002). The role of humor in the persuasion of individuals varying in need for cognition. Advances in Consumer Research Association for Consumer Research, 29(1), págs. 50-56.Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: the effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59.Groza, N., & Cuesta, J. (2011). Sexist humour in advertising: just a joke or marketing strategy? International Journal of Arts and Technology, 4(1), 61–72.Homer, P. M. (2009). Product placements. Journal of Advertising, 38(3), 21-32.Ian, Brennan., & Laurie, A. Babin. (2004). Brand placement recognition. Journal of Promotion Management, 10(1-2), 185-202.Karrh, J. A. (1994). Effects of brand placement in motion pictures. In Karen W. King, editor, Proceedings of the 1994 American Academy of Advertising Conference. Athens, GA: American Academy of Advertising, 90-96.Law, S., & Braun, K. A.(2000). I`ll have what she`s having: gauging the impact of product placements on viewers. Psychology & Marketing, 17(12), 1059-1075.Lee, M. & Faber, R. J.( 2007). Effects of product placement in on-line games on brand memory: a perspective of the limited-capacity model of attention. Journal of Advertising, 36(4), 75-90.Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism Review, 65(3), 16-34.Long, D. L., & Graesser, A. C. (1988). Wit and humor in discourse processing. Discourse Processes, 11(1), 35-60.Madden, T. J., & Weinberger, M. G. (1984). Humor in advertising: A practitioner view. Journal of Advertising Research, 24(4), 23-29.Newell, J., Salmon, C.T., & Chang, S. (2006). The hidden history of product placement. Journal of Broadcasting & Electronic Media, 50(4), 575-594.Norris, C. E., & Colman, A. M. (1992). Context effects on recall and recognition of magazine advertisements. Journal of Advertising, 21(3), 37-46.Paivio, A. (1971). Imagery and verbal processes. Imagery & Verbal Processes, 25(4), 535-579.Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.Petty, R. E., Demarree, K. G., Briñol, P., Horcajo, J., & Strathman, A. J. (2008). Need for cognition can magnify or attenuate priming effects in social judgment. Personality & Social Psychology Bulletin, 34(7), 900-912.Petty, R. E., Haugtvedt, C. P., & Smith, S. M. (1995). Elaboration as a determinant of attitude strength: creating attitudes that are persistent, resistant, and predictive of behavior. Ohio State University Series on Attitudes and Persuasion, 4, 93-130.Petty, R. E., & Jarvis, W. B. G. (1996). An individual differences perspective on assessing cognitive processes. In N. Schwarz & S. Sudman (Eds.), Answering Questions: Methodology for Determining Cognitive and Communicative Processes in Survey Research (pp. 221-257). San Francisco: Jossey-Bass.Petty, R. E., Schumann, D. W., Richman, S. A., & Strathman, A. J. (1993). Positive mood and persuasion: different roles for affect under high- and low-elaboration conditions. Journal of Personality & Social Psychology, 64(1), 5-20.Reijmersdal, E. V.(2009). Brand placement prominence: good for memory! bad for attitudes? Journal of Advertising Research, 49(2), 151-153.Russell, C. A.(2002). Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude. Social Science Electronic Publishing, 29(3), 306-318.Sapolsky, B. S., & Kinney, L. (1994). You oughta be in pictures: product placements in the top-grossing films of 1991. Academy of Advertising ConferenceSpeck, P. S. (1991). The humorous message taxonomy: a framework for the study of humorous ads. Current Issues & Research in Advertising, 13(1-2), 1-44.Spotts, H. E., Weinberger, M. G., & Parsons, A. L. (1997). Assessing the use and impact of humor on advertising effectiveness: A Contingency Approach. Journal of Advertising, 26(3), 17-32.Suls, J. M.(1972). A two-stage model for the appreciation of jokes and cartoons. The Psychology of Humor: Theoretical Perspectives and Empirical Issues, 1, 81-100.Turcotte, S. (1995). Gimme a bud! The feature film product placement industry. Unpublished master’s thesis, University of Texas at Austin.Tse, A., & Lee, R. P. (2001). Zapping behavior during commercial breaks. Journal of Advertising Research, 41(3), 25-30.Weinberger, M. G., & Gulas, C. S.(1992).The impact of humor in advertising: a review. Journal of Advertising, 21(4), 35-59.Yang, M., & Roskos-Ewoldsen, D. R.(2007). The effectiveness of brand placements in the movies: levels of placements, explicit and implicit memory, and brand-choice behavior. Journal of Communication, 57(3), 469–489.Zhang, Y. (1996). The effect of humor in advertising: an individual‐difference perspective. Psychology & Marketing, 13(6), 531-545. zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.COMM.039.2018.F05 en_US
