유머 영상의 시청이 정적/동적으로 프레이밍된 후속 광고의 효과에 미치는 영향

초록

The current study investigates the impacts of viewing humor video on the following advertisements. The ads were framed as either calm or active appeal. Calm framing delivers comfortable and peaceful emotions whereas active framing carries dynamic and ebullient feelings. The condition of humor videos was compared to that of neutral video which did not elicit high level of emotional excitement. The study was conducted as experiments with 132 participants. The participants were randomly assigned to one of the conditions which were made by crossing humor/neutral video and calm/active advertisement. It was predicted that participants who watched the humor video would prefer active to calm framing. Some of the results produced the predicted interactions for ad attitudes. The interaction was not significant for purchase intention. In practice this study implies that the harmonious matching of humor video with active framing may strengthen the effects of advertising.

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