Reference: | 一、中文部分
李培蘭(2003)。《幽默廣告機制與形式分類之初探─以1997~2001年時報廣告獎平面類作品為例》,國立政治大學廣告研究所碩士論文。
李美華等譯,Earl Babbie著(1998)。《社會科學研究方法》。台北:時英。
吳岳剛(2008)。〈廣告創意、處理經驗與溝通效果〉,《廣告學研究》,30:63-84。
林恒如(2005)。《產品置入對品牌回憶度、品牌辨識度、品牌態度及購買意願之影響─以台灣電視台偶像劇為例》,國立台灣大學國際企業學研究所碩士論文。
蕭颯、王文欽、徐智策合著(1999)。《幽默心理分析》,吳氏圖書有限公司出版。
二、英文部分
Colston, H., & Keller, S. (1998). You`ll never believe this: Irony and hyperbole in expressing surprise. Journal of Psycholinguistic Research, 27, 499-513.
Catanescu, C., & Tom, G. (2001). Types of humor in television and magazine advertising. Review of Business. 22, 92-95.
Chang, C. (2007). The relative effectiveness of comparative and noncomparative advertising: Evidence for gender differences in information-processing strategies. Journal of Advertising, 36(1), 21-35.
Callister, M. A., & Stern, L. A. (2007). The Role of Visual Hyperbole in Advertising Effectiveness. Journal of Current Issues & Research in Advertising, 29(2), 1-15
Duncan, C. P. (1979). Humor in advertising: A behavioral perspective. Journal of Academy of Marketing Science, 7(4), 285-306.
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of
Advertising Research, 3(5), 21-35.
Fyock, J. (2011). The persuasiveness of visual hyperbole. Unpublished master’s thesis, The Pennsylvania State University.
Gkiouzepas, L., & Hogg, M. (2011). Articulating a new framework for visual metaphors in advertising. Journal of Advertising, 40(1), 103-120.
Graeff, T. R., & Olson, J. C. (1994). Consumer inference as part of product comprehension. In C. T. Allen & D. R. John (Eds.), Advances in Consumer Research (pp. 201-207). Association for Consumer Research.
Jaffe, L. J., Berger, P.D., & Jamieson, L.F. (1992). Comprehension, positioning, segmentation and purchase probability. International Journal of Management Science, 20(1), 51-57.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Lutz, R. J. (1985). Affective and cognitive antecedent of attitude toward the ad: A conceptual framework. In, L. Alwitt & A. Mitchell (Eds.), Psychological process and advertising effects. (pp.45-65). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies
for television commercials. Journal of Advertising, 18(1), 36-41.
Mitchell, A. A., & Olson, J. C. (1981). Are product a beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.
Madden T. J., & Weinberger M. G. (1984). Humor in advertising: A practitioner view. Journal of Advertising Research, 24(4), 23-29.
MacInnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 55(4), 1-23.
Mackenzie, S. B., & Spreng, R. A. (1992). How does motivation moderate the impact of central & peripheral processing on brand attitudes & intentions? Journal of Consumer Research, 18(4), 519–529.
McQuarrie, E. F., & Mick, D. G. (1992). On resonance: A critical pluralistic inquiry into advertising rhetoric. Journal of Consumer Research, 19(3), 180-197.
Mick, D. G. (1992). Levels of subjective comprehension in advertising processing and their relations to ad perceptions, attitude, and mmemory. Journal of Consumer Research, 18 (4), 411-424.
McQuarrie, E. F., & Mick, D. G. (1996). Figures of rhetoric in advertising language. Journal of Consumer Research, 22(3), 424-437
McQuarrie, E. F., & Mick, D. G. (1999). Visual rhetoric in advertising: Text interpretive, experimental and reader-response analyses. Journal of Consumer Research, 26(6), 37-54.
Meyvis, T., & Janiszewski, C. (2002). Consumers` beliefs about product benefits: The effect of obviously irrelevant information. Journal of Consumer Research, 28(3), 618-636.
Macias, W. (2003). A preliminary structural equation model of comprehension and persuasion of interactive advertising brand web sites. Journal of Interactive Advertising, 3(2), 36-48.
McQuarrie, E. F., & Mick, D. G. (2003). Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising. Journal of Consumer Research, 29, 579-587.
McQuarrie, E. F., & Phillips, B. J. (2005). Indirect persuasion in advertising: how consumers process metaphors presented in pictures and words. Journal of Advertising, 34(2), 7-20.
Mzoughi, N., & Abdelhak, S. (2011). Impact of visual and verbal rhetoric in advertising on mental imagery and recall. International Journal of Business & Social Science, 2(9), 257-267.
Puto, C. P., & Wells, W. D. (1984). Informational and transformational advertising: the differential effects of time. In T. C. Kinnear (Ed.), Advances in Consumer Research (pp. 638-643).
Roberts, R., & Kreuz, R. (1994). Why do people use figurative language. Psychological Science, 5, 159-163.
Stewart, D. W. (1986). The moderating role of recall, comprehension, and brand differentiation the persuasiveness of television advertising. Journal of Advertising Research, 26(2), 43-47.
Scott, D., Klein, D. M., & Bryant, J. (1990). Consumer response to humor in advertising: A series of field studies using behavioral observation, Journal of Consumer Research, 16, 498-501.
Scott, L. (1994). Images in advertising: The need for a theory of visual rhetoric. Journal of Consumer Research, 21, 252-273.
Smith, R. E., Chen. J., & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. Journal of Advertising, 37(4), 47–61.
Tom, G., & Eves, A. (1999). The use of rhetorical devices in advertising. Journal of Consumer Research, 39(4), 39-43.
Toncar, M. & Munch, J. (2001). Consumer responses to tropes in print advertising. Journal of Advertising, 30(1), 55-65. |