• Asia Marketing Journal
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• v.9 no.1
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• pp.23-41
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• 2007

The current study analyzed the relationship between expression type of humor ads and their advertising effects and the differences in advertising effects by expression type according to temperament as categorized by the Myers-Briggs Type Indicator (MBTI). Expression type of humor was classified into arousal-, incongruity-, and superiority-type humor ads. Advertising effects were measured by consumers' cognitive, affective, and conative responses. Three ads were created based on expression type of humor. A personality type, as measured by the MBTI, was categorized into four types of temperament, namely SP, SJ, NF, NT and used as moderating variables. As a result, the advertising effects varied according to the expression type of humor advertising. Interaction effects between ad expression type and temperament on ad feeling and ad preference were also found.

• Journal of Science of Art and Design
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• v.11
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• pp.51-78
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• 2007

Entertainment Industry is a high value-added business and its market includes the whole world. With high-tech industry, it is said that entertainment industry strengthen country's competitiveness, and the Korean government is trying to find a way to develop the animation industry. Some domestic feature animations were made, but they failed to get sufficient audiences. Meanwhile, Shrek 2, made by PDI, has earned about 92,000,000,000$ through just theatrical revenue. The reason is that domestic animations are not exciting. Contents should have amusement in it. The humor is the most important thing to make fun. So this thesis suggest to analyse Humor Types in animations. It is based on several theories about Humor. The types of humor defined by the previous studies are summarized into (1) humor, (2) wit, (3) satire and (4) irony. I categorize the productive methods of visual humor into (1) visual pun, (2) visual parody and (3) visual paradox adopting Henri Bergson's theory of the production methods of humor. And I comment on humorous scenes of Shrek in points of design basic elements, such as (1) visual elements, (2) relational elements and (3) practical elements. And I classify humor responses into the incongruity theory, the superiority theory, and relief theory. Therefore this study suggest a reasoned method to categorize the humor types effectively for producing or analyzing various types of humor effects in animation fields.

• Journal of Digital Convergence
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• v.18 no.11
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• pp.485-491
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• 2020

The objective of this study was to explore the humorous scenes shown in animation such as types of humor, frequency of humor, hours of humor, and correlation between subject of humor and supporting role. As the subjects of research, this study selected and that recorded the ten-times different number of audiences even though both works were produced by the same studio called 'Odolttogi'. In the results of analyzing those two works, there were differences. Drawing the characteristics of humor, the frequency of humor should be a lot more shown in the early to mid part than the latter part, and there should be diverse types of humor. And the frequency of humor by main characters should be increased. When the types of supporting roles were more diverse, the tendency of humor was also shown diversely. Also, the humor that was formed within relationships of characters was more effective than the humor formed alone. Through the slapstick or linguistic comedy in which such interactions are shown into actions, more diverse verbal plays could be shown. These elements could make it possible for animated works to diversely express more creative and funnier scenes of humor.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.157-162
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• 2019

This thesis analyzed the intermediation and correlation of positive humor style and negative humor style through an entertainment program broadcasted on SBS. For the theoretical background, the Humor Style Questionnaire(HSQ) developed by Martin et al., was selected. As the research methods, first, after classifying the types of humor style of members of , this study analyzed how the positive humor style and negative humor style would intermediate the formation of humor, and also the correlation of humor style of members. The types of positive humor style and negative humor style shown in were balanced in 4:4, which was classified in accordance with age, career experience, and power. The mediation of humor formation occurred at the point where humors confronted. The humor style had the correlation with twist.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.313-314
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• 2012

유머의 표현기법을 적용한 옥외광고는 소비자에게 유머를 유발시켜 즐거움과 웃음을 전달하는 효과를 가지고 있으며 전달하고자하는 메시지를 쉽게 이해시키고 연상되어 기억에오래 남는 효과를 준다. 또한 판매를 촉진하고, 정보를 정확하게 전달하는 기능 이외 대중에게 친밀감을 조성하고 사람들에게 정신적 즐거움을 통해 긴장을 해소시켜 주고 심리적 부담을 덜어주는 사회문화적 기능의 역할을 한다. 본 연구에서는, 공간의 활용과 큰 스케일에 따른 강력한 임팩트를 주는 옥외광고를 중심으로 유머표현방법을 사용한 중국 미국 한국의 사례를 유형별과 국가별로 비교 분석하고 중국의 사례에서 나타난 문제점과 가이드라인을 제시하고자 한다.

• Journal of The Korean Association For Science Education
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• v.39 no.3
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• pp.415-426
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• 2019

This study compared the types and creativity level of scientific humors made by general and scientifically-gifted elementary students and their perceptions for educational benefits of making scientific humor. To do this, fifth graders (n=42) at an elementary school and fifth graders (n=38) at a gifted science education institutes in Seoul were selected. Scientific humors made by the students were analyzed and compared according to their types and creativity levels in scientific humor. The students' perceptions for educational benefits of making scientific humor were also analyzed and compared through a questionnaire. Analysis of the results reveal that there were some differences in the incidence rates in 'form' aspects (e.g., generative and descriptive forms) and 'content' aspects (e.g., inclusion of curriculum, scientific discipline, type in use of scientific knowledge, and nature of the situation) between the scientifically-gifted and general elementary students. The scientifically-gifted students also made more fluent, flexible, and original, but similarly useful scientific humors than the general students. Most of general and scientifically-gifted elementary students perceived positively the educational benefits of making scientific humor based on various cognitive and affective aspects.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.181-208
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• 2001

This study regards to the expression characteristics of the humor advertising, which has been largely used for TV ads. The concept of humor was identified first, and then the humor advertising was examined in terms of the arousal theory, incongruity theory, and superiority theory, according to Lefcourt and Martin. 871 TV ads which aired on the three network stations (KBS, MBC, and SBS) for 7 random days during February, 2000 were recorded and analyzed. It turned out that the humor advertising was frequently used in our country, too. It was mainly used for the low-involvement food products. Yet the humor advertising, which had been traditionally used for the low-involvement products, was also getting available for the high-involvement products. As for the theories applied to it, the arousal theory was used most in our country unlike other countries using the incongruity theory. The humor advertising which adopted the superiority theory was useful, by humorously emphasizing the weaknesses of competitors, for their comparison with own brand or the emphasis of own strengths.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.374-384
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• 2014

Humor is an essential ability in young children's life. That is why humor has relation with cognitive development, and humor is the effective factor of attachment, social relationship, and positive self-concept for young children. For this study, the picture books written and illustrated by Mo Willems, Caldetcott Honor Medal winner, were chosen and analyzed. Mo Willems' five winning works were analyzed according to the five elements of humor from Bergson's comic theory. As results, the picture books of Mo Willems include the elements of humor, such as shape, movement, situation and language, and personality. This results suggest that the "adaptive" humor in picture books of Mo Willems should have an educational power to develop a sense of humor to young children, parents, and teachers.

• Proceedings of the Korea Contents Association Conference
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• 2018.05a
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• pp.415-416
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• 2018

육군은 국민들이 육군의 정책을 흥미 있으면서도 쉽게 이해할 수 있도록 유머 기법을 적용한 사진영상 홍보콘텐츠를 온라인 홍보에 적극 활용하고 있다. 본 연구에서는 유머가 육군에 관한 메시지 전달 기법으로 유용한지를 정교화 가능성 모델을 바탕으로 고 저유머 홍보 동영상을 고 저관여 집단에게 보여준 후 인지 정서적 요소(주의-기분-신뢰)와 태도에 어떻게 영향을 미치는지 살펴보았다. 그 결과 유머는 육군 홍보에 긍정적 요소로 작용하며, 주의와 기분 요소를 증가시키는데 기여하고, 이러한 주의와 기분 요소는 태도 형성에 상관관계가 있고 영향력이 높은 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.170-177
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• 2011

As the Internet market develops and grows, the Internet advertising has emerged as a critical medium of advertisement and become important in a modern society. In addition, the Internet advertising is more fascinating and attractive than other media in terms of diversity and absorption. In the Internet banner advertising, for example, various expression methods which attract attention from users have been more than just visual advertisement, arousing curiosity and interest. Especially, humorous expressions in the Internet banner advertising have brought a new paradigm to advertising market. Therefore, this paper has investigated the patterns of humorous expressions in banner advertising and analyzed the related case studies to make a contribution to the effective production of the Internet banner advertising, which induces user awareness and selection. For this, it has been attempted to analyze humorous patterns and involvement that are found in humorous banner advertisings such as CIA Athletica, Panadol, Toy & Stok, Adidas and Lipton among the banners which have relatively high preference in Banner blogs.