幽默会让广告更糟糕吗？

Q2 Social Sciences

European Journal of Humour Research Pub Date : 2023-01-09 DOI:10.7592/ejhr.2022.10.4.657

V. Dikčius, Karina Adomavičiūtė, Ieva Venskuvienė

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引用次数: 0

摘要

本研究的目的是通过考虑广告类型（没有幽默的性别歧视和有幽默的性别平等）、性别歧视的方向和受访者的性别之间的不同互动情况，评估性别歧视广告对广告违规、荒谬和消费者购买产品意图的感知的影响。该研究采用二乘二析因设计实验，调查通过问卷获得的数据（183份回复）。数据分析显示，幽默在性别歧视广告中的参与对广告的感知和消费者的购买意愿产生了负面影响。此外，当性别歧视与幽默相结合时，它的方向（针对女性和男性）显得很重要。这项研究的结果填补了关于广告类型、性别歧视方向和受访者性别之间的互动对特定广告的感知和购买广告产品的意图的影响的研究空白。

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Could humour make advertisements worse?

The aim of this study is to assess the impact of sexist advertisements on the perception of advertisements’ violation, ridiculousness and consumers’ intention to purchase a product by considering different cases of interaction between the type of advertisement (sexism without humour and sexism with humour), the direction of sexism and the respondents’ gender. The study uses a two-by-two factorial design experiment to investigate data obtained by means of a questionnaire (183 responses). Data analysis revealed that the involvement of humour in sexist advertising has a negative impact on the perception of the advertisement and consumers’ intention to purchase. Furthermore, the direction of sexism (against women vs men) appears significant when it is paired with humour. The results of the study fill a research gap regarding the impact of the interaction between the type of advertising, the direction of sexism, and the respondents’ gender on the perception of specific advertisements and intention to purchase the advertised product.

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来源期刊

European Journal of Humour Research Social Sciences-Cultural Studies

CiteScore

1.10

自引率

0.00%

发文量

审稿时长

6 weeks

期刊介绍： The European Journal of Humour Research (EJHR) is a peer-reviewed quarterly journal with an international multidisciplinary editorial board. Although geographically-oriented towards the ˋold continentˊ, the European perspective aims at an international readership and contributors. EJHR covers the full range of work being done on all aspects of humour phenomenon. EJHR is designed to respond to the important changes that have affected the study of humour but particular predominance is given to the past events and current developments in Europe.