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Advertising, Humor Appeal, Brand Image, Purchase Motivation, Taiwan
This paper examines the effect of American humorous advertising on consumers in Taiwan. Several American print advertisements for brands familiar in Taiwan were shown to Taiwanese consumers in a field study. Three distinct perceptual appealshumor, quality and positivityin the processing of the advertisements by Taiwanese consumers were identified. It was found that all of these three types of appeals positively impacted the perceived image of and the motivation to purchase the brands featured in the advertisements. This paper also discusses the managerial implications and future research avenues stemming from the results of the study.