童話平面廣告中幽默程度與表現方式之感受差異研究

Perception Differences towards the Degree of Humor and Design Form in Fairytale Print Advertisements

童話的魅力能有效為廣告帶來宣傳力，因為童話具有幽默性與神奇性，還具有親切的熟悉感。但目前較少人針對童話廣告的幽默程度與表現方式進行討論。因此，本研究採用訪談法、內容分析法與語意差異法，分析廣告的幽默程度與表現方式，在感受上是否具有差異性，以提出設計上的參考建議。結果顯示：在四種童話題材中，幽默程度與表現方式是具有差異性。建議在運用童話時，依據商品的訴求選擇適合的童話題材，而在表現高幽默時，採用轉換故事內容的方式創造趣味幽默感，在低幽默表現時，則以直接呈現故事原有內容表現簡單樸實或夢幻華麗感，將能提高與商品的宣傳性與連結性。

The charm of fairy tales can effectively enhance the promotional effects of advertisement because of the humor, magic, and familiarity. However, only few studies have explored the relationship between humor and expression in fairy tale advertisement. Therefore, This research investigated fairytale print advertisements and analyzed their degree of humor and expression form, as well as the perception differences, of fairytale advertisements through interviews, content analysis, and semantic disparities. The results show that humor and expression in four fairy tale are different. This research recommends that when adapting fairy tales to advertisements, copywriters should select fairy tale themes that are consistent with the product or service being advertised. Higher-level humor can be interesting as it works by changing the content of the advert story; whereas, lower-level humor directly presents the original content of the advert story, thus, building simple, plain or dreamy, and gorgeous imagery, to effectively link the story in the advert with the promotion of the product or service being advertised.