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AbstrackPsychological structures of experience of humor appeal advertising by humor-formation mechanisms
Park, Hee Rang, Ph.D.
The primary purpose of this study is to explore how each psychological experience shows a different structures according to humor's types as a qualitative issue of humor appeal advertising, through elucidating psychological structures of experience in those advertising. As a preliminary work to meet the objective, a questionnaire is prepared concerning the recipients' psychological experiences during their contact with 700 humor appeal advertising samples selected out of 4,428 TV ads. Those samples are divided into seven types of comic wits(53.0%), disparagements(19.1%), satires(15.4%), sentimental humors(9.3%), sentimental comedies(1.9%), sentimental disparagements(1.0%) and full comedies(0.3%). Four variables which relate significantly to psychological structures of experience in humor appeal advertising are included in the research: (1) comicality, (2) cordiality, (3) peculiarity and (4) absurdity. The research reveals that two contrary factors coexist in their psychological experiences: two positive(cordiality and peculiarity) and one negative(absurdity) ones, simultaneously. In the level of psychological structures of experience by humor-types, the results suggests that 'comic wits,' only with incongruity-resolution processing mechanism, cause most strongly the experience of 'peculiarity' affecting 'cordiality' and 'memory ability' as emotionally positive experiences, followed by 'satires' with incongruity-resolution processing and humorous disparagement-processing, and then, by 'sentimental humors' with only arousal-safety processing mechanism, in consecutive order. |
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