广告中幽默与暴力结合的性别差异性研究-应用心理专业论文.docxVIP

II II 关键词 广告 幽默 暴力 性别差异  作 者：季雅莉 指导教师：范庭卫 PAGE PAGE IV 广告中幽默与暴力结合的性别差异性研究 英文摘要 Gender Differences Exploring for Combining Violence with Humor in Advertising Abstract In this paper, the writer reviewed research production and status about humor and violence in advertising psychology based on reading some overseas and domestic literatures. Previous researchers suggested that humor and violence had been widely used in advertising and media for drawing more attention. Successfully using humor frequently results good effect and better assessment to advertising and brand. Though violence increases views’ favor to advertisements, it may result in bad image for product brand. Most prior researches severally explored the effect of violence and humor, seldom putting them in same context. We try to explore the impact of violence humor with a gender perspective and choose ads in last Super Bowl as experimental material in this study. The purpose of this study is to explore whether there is a gender differences in views’ attitude to advertising ,brand and perceived humor under different levels of violence. The writer hypothesizes a existing of gender differences in response to three dependent variables for different stimulus conditions of violence. This article designs an experiment combined with a questionnaire to test the response of participants. According my research, it can conclude that: （1）The male show more favor to humor advertising with high level violence. But there is no significant gender differences under low violence humor. （2）Humor ads that contain high violence are perceived as more humorous when viewed by men than when viewed by women. There is no significant gender differences on perceived humor when viewing humor ads that contain low violence. This result is only fit for familiar brands. （3）There is no significant gender differences on views’ attitude to brands either viewing high violence humor ads or viewing low. （4）Humor ads that contain high violence