A Study On The Effect Of Parody Advertising

With the development and progress of social economy and the new media,advertising is actually a carrier of information progressing,including the input of marketers and advertisers on product features,brand concepts and other information content and the output of advertising effect,such as processing of information in different media and attitudes of consumers.Compared with traditional advertising,involvement and humor are the output of advertising effect,such as processing of information in different media and attitudes of consumers.Compared with traditional advertising,involvement and humor are the main features of parody ads.Because the degree of involvement is influenced by the cost of products or service,purchase risk and the input of consumers.Its change will also affect of parody ads.Humor is considered as a kind of necessary daily emotional needs,which forms parody advertising by evoking three mechanisms(safety,inconsistent resolutions and contempt),whose strength determines the degree of parody advertising humor and advertising effectiveness.Although previous studies on parody and parody ads have been a lot,but the literature in the field of scholars in the field of linguistics,communications,or advertising so that the marketing scholars ignore the business value and research necessary of parody advertising.Therefore,the effects of parody advertising research is on the urgent need.Parody advertising convincing mechanism based on the ELM mode define the product involvement(high involvement degree,low involvement degree) and advertising research is on the urgent need.Parody advertising convincing mechanism based on the ELM mode define the product involvement and advertising humor intensity as the independent variable,while the dependent variable is the advertising effect,thus influence model about product involvement,ad humor and parody advertising effectiveness is proposed.The results show that:(1)there are significant differences in ad attitude,brand attitudeand purchase intention of parody advertising between the degree of involvement of different products;(2)there are significant differences in differences advertising humor strength between advertising attitude and brand attitude of parody advertising:bur there is no significant difference in purchase intent;(3)there is an interaction on parody advertising attitude between the degree of product involvement and advertising humor strength,but there is no interaction between the attitude of parody advertising brand and purchase intentions.