Provocative sexual appeals have been pervasively used in advertising in every country for many products in the past two decades. The use of nudity to sell is controversial among advertisers since the appeal both be praised by giving merits and be attacked for its deficit to the advertisers. On one hand it is powerful in gaining attention of the audience but on the other hand the appeal decrease likability to the advertisement especially in female group. The present study, acting as a pioneer, aims at tuning down the negative effects brought by sexual appeal by adding humorous element in the advertising message. Result showed that with increasing humor, likability to the advertisement would increase and female group significantly dislike sexual advertisement than male group. Call of the need in researching in the area of combining different appeals is also given so that advertisers can retain the merits of one appeal and avoid deficit by adding another appeal.
中文關鍵詞
性感廣告手法，幽默廣告手法，廣告效用，廣告之喜愛程度
英文關鍵詞
Sexual advertising appeals，humorous advertising appeals，advertising effectiveness，likability to an advertisement