| Abstract |
| Our study measures the consumer`s reactions to various types of humorous expression in print advertising and interactive effects of product involvement. As results, humorous types exerts significant impacts on advertising preference, advertising understanding and brand preference. The interaction effect between the humor type and product involvement was observed in advertising understanding. Furthermore, the interactive effects between the degree of individual involvement and the kinds of expression were observed also in advertising preference. The study intends to provide guidelines in development of advertising which uses humor as a main executional strategy |
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| Key Words |
| 유머, 표현유형, 유머광고, 광고태도, Humor, Executional type, Humor advertising, Advertising attitudes |
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