Abstract: Humor is widely used in advertisements, However it is not applicable to all. If not used properly, humor would reverse the influence the advertisement intends to exert. This research tried to find out to which type of merchandise humor is more applicable, using Product Color Matrix as the standard classification for merchandises. Two hypotheses were put forward: H1, Humor always harvested good advertising effect; H2, Humor acted differently on merchandise of different type. 16 rearranged advertisements were shown to 160 college students, who were randomly picked to take the questionnaire. In this experiment of Balanced Design, Univariate Analysis of Variance and multivariate analysis of variance were applied to process the datas, among which the fact whether humor is used in advertisement was independent variable, evaluation and order of the ads were covariates, impression, preference and purchase intention toward the merchandise were dependent variables. Research results shows: Merchandises classified as big tools, little treats, little tolls gained a better image while humor was applied in their advertisements. The images of merchandises classified as big toys would not be affected either humor is applied. Questionnaire takers preferred ads without humor to that with humor when it comes to big toys. Big toy's ads without humor triggers more purchase intention than ads with humor, and the situation was on the contrary when it comes to little tolls. To sum up, humor is more applicable to ads of merchandise that are low risk and functional products, not which are high risk and hedonic ones.

Key words: Humor Advertising, Product Color Matrix, Balanced design, Multivariate analysis of variance

摘要： 为了探讨哪一类别商品的平面广告更适合于采用幽默的诉求方式，研究随机选取160大学生为被试，以16则改编平面广告为实验材料，以广告类型（幽默，非幽默）、商品类别为自变量，以广告评价、广告顺序为协变量，以商品的印象程度、喜爱程度、购买意向为因变量，进行平衡设计实验。结果表明，幽默广告具有较好广告效果，可以提高受众对大宗工具、小奖赏和小工具型商品的记忆；幽默平面广告更适用于低风险、功能性商品，不适用于高风险、享乐性商品。

关键词: 幽默广告, 产品颜色矩阵, 平衡设计, 多元方差分析