ABSTRACT
A Study on the Humor Appeal Effect of Comparative Advertising
Jin, Jung-hee
Major in Advertising Department of Advertising & PR Graduate School of Mass Communication
Kon-Kuk University
This study was intended to increase the positive effect of comparative by appealing to humor.
For this purpose, this study attempted to investigate the persuasive effect of humor appeal by dividing it into an attitude toward advertising, an attitude toward the product and purchase intention by product life cycle.
The following hypotheses were set:
Hypothesis 1: The audience's attitude toward advertising would vary according to the type of message appeal in the comparative advertising of the product at its introduction phase.
Hypothesis 2: The audience's attitude toward advertising would vary according to the type of message appeal in the comparative advertising of the product at its maturity phase.
Hypothesis 3: The audience's attitude toward the product would vary according to the type of message appeal in the comparative advertising of the product at its introduction phase.
Hypothesis 4: The audience's attitude toward the product would vary according to the type of message appeal in the comparative advertising of the product at its maturity phase.
Hypothesis 5: The audience's purchase intention would vary according to the type of message appeal in the comparative advertising of the product at its introduction phase.
Hypothesis 6: The audience's purchase intention would vary according to the type of message appeal in the comparative advertising of the product at its maturity phase.
To conduct the research on the above presented hypotheses, the product was selected through the pre-test and the advertising was made. This research was conducted after the pre-test. And a statistical analysis was conducted using SAS to test the study results. The t-test was conducted on the mean of the responses in testing the hypotheses.
An attempt was made to test the Hypothesis 1. As a result, the audience's formation of an attitude toward advertising of the product at its introduction phase was found to be the mean of 23.7 for the humor appeal and the mean of 20.06 for non-humor appeal. As a result of conducting the t-test of them, the Hypothesis 2 was accepted (t=6.62, p<0.001).
As a result of testing the Hypothesis 2, the audience's formation of an attitude toward advertising of the product at its maturity phase was found to be the mean of 20.54 for the humor appeal and the mean of 17.4 for non-humor appeal. As a result of conducting the t-test of them, the Hypothesis 2 was accepted(t=4.27, p<0.001).
Accordingly, it can be found that the persuasive effect of humor appeal on the audience's attitude toward advertising is bigger than that of non-humor appeal.
An attempt was made to test the Hypothesis 3. As a result, the audience had the means of 19.39 and 18.12 for humor appeal and non-humor appeal in case of the product at its introduction phase, respectively. Their t-test showed that the Hypothesis 3 was accepted(t=2.48, p<0.005).
In testing the Hypothesis 4, it was found that in case of the product at its maturity phase the product whose message was transmitted with humor appeal had the mean of 17.12 while the product advertised with non-humor appeal had the mean of 15.24. Their t-test showed that the Hypothesis 4 was accepted(t=2.89, p<0.01).
Therefore, it was found that humor appeal had a greater persuasive effect on the audience attitude toward the product in comparative advertising than non-humor did.
In testing the Hypothesis 5, it was found that in case of the product at its introduction phase the audience had the means of 4.08 and on the product advertised with humor appeal and of 3.44 on the product with non-humor. Their t-test showed that the Hypothesis 5 was accepted(t=2.68, p<0.01).
In testing the Hypothesis 6, it was found that in case of the product at its maturity phase the audience had the means of 3.24 on the intention to purchase the product advertised with humor appeal and of 2.28 on the product advertised with non-humor appeal. their t-test showed that the Hypothesis 6 was accepted(t=4.15, p<0.001).
Therefore, it was found that humor appeal had a greater persuasive effect on the audience attitude toward purchase intention in comparative advertising than non-humor did. And the positive attitude toward advertising had a direct effect on the audience's attitude toward the product and purchase intention.
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