The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads
The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads
复制标题
幽默信息分类法：幽默广告研究框架
DOI：
10.1080/01633392.1991.10504957
复制
发表时间：
1991
期刊：
影响因子：
--
通讯作者：
P. Speck
中科院分区：
文献类型：
--
作者：
P. Speck
摘要本文提出了一个分析幽默交际效果的新框架，该模型考虑了幽默类型、信息类型和幽默-信息互动的差异。具体来说，它描述了三种幽默过程和五种幽默类型的结合。其次，通过对幽默类型和信息类型的交叉分析，形成了幽默信息形式的分类。幽默信息分类法为分析幽默的传播效果提供了一个概念性、实验性和管理性的框架。幽默信息分类法用于将幽默电视广告样本与先前幽默吸引力研究中使用的信息类型进行比较。显然，最常被研究的幽默信息类型与通常在电视上播出的幽默信息类型有很大的不同。最后两节为幽默效应的研究推荐了一个程序，并为后续研究中的操作和操纵幽默提供了指导方针。
Abstract This article suggests a new framework for the analysis of humor's communication effects, a model that accounts for differences in humor type, message type, and humor-message interaction. Specifically, it describes three humor processes and the five humor types that result from combining them. Next, by crossing humor types and message types, it develops a taxonomy of humorous message forms. This Humorous Message Taxonomy provides a conceptual, experimental, and managerial framework for analyzing humor's communication effects. The Humorous Message Taxonomy is used to compare a sample of humorous television commercials to those message types used in prior humor appeals research. Apparently the humorous message types that have been most frequently researched differ considerably from those that are normally aired on television. The two final sections recommend a program for the study of humor effects and offer guidelines for operationalizing and manipulating humor in subsequent research.