유머가 광고 기억에 미치는 영향 분석 = When and How Does Humor Influence on Ad Memorability?

국문 초록 (Abstract)

본 연구는 유머 광고가 효과가 있는지 없는지 하는 것보다, 언제 유머 광고가 효과가 있는지, 그리고 그 효과의 이면에 있는 처리는 구체적으로 무엇인지를 설명하기 위한 것이다. 연구결과, 첫째, 유머가 강하고 메시지 주장과 관련되었을 때, 유머의 주의를 모으는 메커니즘은 기억을 위한 긍정적 효과로 바뀐다는 것을 발견하였다. 이 결과는 강한 유머 자체가 항상 효과를 보증하는 것은 아니라는 것을 말해준다. 둘째, 유머는 보는 사람의 기분 상태를 긍정적으로 만듦으로써 그들의 주의를 이끌어내고, 그 결과 광고 내용을 더 기억시킨다는 것을 발견했다. 셋째, 유머－메시지 관련성이 메시지 주장 회상에 미치는 영향력은 인지욕구가 낮은 사람들보다 인지욕구가 높은 사람들에게 더 크다는 것을 발견했다. 이는 유머를 사용하려는 광고 실무자들에게 목표 청중을 세분화하고 타깃팅하는 방법을 제안한다. 본 연구는 ‘유머가 과연 광고의 이해를 높이는 효과적인 커뮤니케이션기술인가?’라는 오랜 의문에 답을 제시함과 동시에 유머 광고가 소비자들에게 호감을 주고 주의를 끌 것이라는 광고 실무자들의 관습적인 믿음에 이론적 뒷받침을 제공한다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine when does humor influence on ad memorability and what is the process underlying such effects. The results show that humor`s attention gaining mechanism may translate into positive effects for memory when humor is both strong and related to the message. It means that strong humor itself is not always guarantee effects of advertising. This joint impact of humor strength and humor-message relatedness on claims recall is mediated by attention and mood. And higher humor-message relatedness induce higher recall among individuals with a high need for cognition than individuals with a low need for cognition. The results of this study suggest how target and segment the audience of humor advertising.

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