Humor in Print Health Advertisements: Enhanced Attention, Privileged Recognition, and Persuasiveness of Preventive Messages

摘要

This study tested the effect of humor in one particular type of print advertisement: the preventive health ads for three topics (alcohol, tobacco, obesity). Previous research using commercial ads demonstrated that individuals' attention is spontaneously attracted by humor, leading to a memory advantage for humorous information over nonhumorous information. Two experiments investigated whether the positive effect of humor can occur with preventive health ads. In Experiment 1, participants observed humorous and nonhumorous health ads while their viewing times were recorded. In Experiment 2, to compare humorous and nonhumorous ads, the memory of health messages was assessed through a recognition task and a convincing score was collected. The results confirmed that, compared to nonhumorous health ads, those using humor received prolonged attention, were judged more convincing, and their messages were better recognized. Overall, these findings suggest that humor can be of use in preventive health communication.