Taboo Advertising: Can Humor Help to Attract Attention and Enhance Recall?
Taboo Advertising: Can Humor Help to Attract Attention and Enhance Recall?
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广告禁忌：幽默能吸引注意力、增强回忆吗？
DOI：
10.2753/mtp1069-6679200404
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发表时间：
2012
影响因子：
3
通讯作者：
Ouidade Sabri
中科院分区：
文献类型：
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作者：
Ouidade Sabri
“禁忌广告”通常被视为吸引注意力和增强回忆的有效方法。根据唤醒理论和“禁忌优越效应”，本研究对禁忌水平与这些目标的实现之间关系的本质提出了质疑。专门设计的平面广告操纵禁忌和幽默的程度。从180名受访者在法国收集的数据分析发现一个曲线的关系，在最佳水平的禁忌唤醒达到最大的注意力和回忆。研究还发现，幽默降低了高禁忌度广告的感知禁忌度。对营销传播策略的影响进行了讨论，并提出了未来的研究方向。
"Taboo advertising" is often seen as an effective way to attract attention and enhance recall. Drawing on arousal theory and the "taboo-superiority effect," this study questions the nature of the relationship between the level of tabooness and the achievement of those aims. Purpose-designed print advertisements manipulated levels of taboo and humor. Analysis of data collected from 180 respondents in France finds a curvilinear relationship, in which an optimum level of taboo-arousal achieves maximum attention and recall. It also finds that humor decreases perceived tabooness of objectively high-taboo advertisements. Implications for marketing communications strategy are discussed, and future research directions are suggested.