The Relationship between Deceptive Claims and Ad Effect: The Moderating Role of Humorous Ads

10.6702/ijbi.2010.5.1.1

Ching-Sheng Hsieh；Ya-Hui Hsu；Wen-Chang Fang

humorous ad ； deceptive claim ； ad attitude ； ad recall

International Journal of Business and Information

5卷1期（2010 / 06 / 01）

1 - 25

英文

This study focuses on humor and deceptive claims that have been researched individually. It examines whether advertisements with different types of humor influence the relationship between deceptive claims and the effect of the advertisement. Previous relevant research on this topic used mainly content analysis to investigate these issues and to sort them by different characteristics. Building on these underlying classifications, this study extends the research to investigate the perception of the audience on ad effect. The authors use beer advertisements as stimuli. The results indicate that different types of humorous ads influence the relationship between deceptive claims and ad effect. The authors use t-test and post-hoc to examine whether certain types of humorous ads can cause a superior effect under a fixed deception type. This study finds that vague/ambiguous claims with incongruity humor and false/outright lie claims with arousal-safety humor can result in a better ad effect. This study not only finds that humor plays a moderating role in the field of advertising, but also finds that the consistency between humor and deceptive claims would produce a higher degree of ad effect.

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