不同性別兒童與青少年對幽默廣告之欣賞與理解

Abstract

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。

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 general, and female is significantly higher than male in social type. b. In degree of comprehension, G-7 is significantly higher than G-5 in all types and degrees of difficulty, and there is no significant difference between the gender. (3) There is significant positive correlation between the humor appreciations and the self-evaluation of comprehension. There is no significant correlation between the humor appreciation and degree of comprehension as well as self-evaluation of comprehension and degree of comprehension. (4) Interrupt is effect to the observation and socialization.