不同性别之儿童与青少年对幽默广告之欣赏与理解appreciationand.pdfVIP

不同性別之兒童與青少年對幽默廣告之欣賞與理解 Appreciation and Comprehension of Humorous Commercial Films in Different Genders of Children and Adolescents ＊伊彬 I, Bin ＊＊藍育婷 Lan, Yu Ting ＊國立臺灣師範大學設計研究所 教授 Graduate Institute of Design, National Taiwan Normal University ＊＊國立臺灣師範大學設計研究所 研究生 Graduate Institute of Design, National Taiwan Normal University 摘 要 本研究旨在探討不同性別之兒童 （國小五年級）與青少年 （國中一年級）對情感機制、認 知機制、社會機制三類型的動態幽默廣告之幽默欣賞與理解。透過2 （年齡）× 2 （性別）× 3 （幽 默廣告類型）× 2 （難易度）之實驗設計 ，要求參與者觀看刺激物廣告影片並填寫封閉式問卷。 結果顯示：（1）幽默欣賞：整體而言，國一顯著高於小五，性別無顯著差異。在「情感機制」 及「認知機制」，國一顯著高於小五，在「情感機制」，男性顯著高於女性。從難易度看，在「高 難度」條件下，國一顯著高於小五，男性顯著高於女性。（2 ）幽默理解：a. 理解的自我評價， 整體而言在年齡及性別皆無顯著差異 。在「社會機制」女性顯著高於男性 。b. 理解程度，國一 在各類型及難度皆顯著高於小五，不同性別間無顯著差異。（3 ）幽默欣賞與理解自評間有顯著 相關，幽默欣賞與理解程度、理解自評與理解程度則皆無 。（4 ）對幽默廣告之解讀受到觀察模 式及社會化程度影響。 關鍵字：兒童、青少年、幽默廣告、幽默欣賞、幽默理解 Abstract This study aims at understanding the humor appreciation and comprehension in different gender of children (five-grade) and adolescents (seven-grade) to humorous commercials, classified into affective, cognitive, and social types. Through a 2 (age) × 2 (gender) × 3 (types) × 2 (degrees of difficulty) experiment, the participants were requested to watch the stimuli and response their reaction on a structured questionnaire. The results are: (1) Humor appreciation: G-7 is significantly higher than G-5 and there is no significant difference between the genders in general. G-7 is significantly higher than G-5 in affective, cognitive type and difficult condition. Male is significantly higher than female in affective type and difficult condition. (2) Humor comprehension: a. In self-evaluation of comprehension, there is no significant difference between the gender and age in ge