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The purpose of this study is to analyze the effect of the humor on anchor credibility, attitude and to examine the moderating impact of news type. We showed two versions of the news broadcast: one with humor, the other without it to 222 university students and analyzed how the presence of humor affects on the anchor credibility, attitude and examined the moderating role of news type. The results demonstrate that the use of humor has a negative influence on anchor credibility, but doesn’t affect anchor attitude. Regarding the moderating effect of news type, the group who watched soft news was not influenced by the presence of humor, but the group who watched hard news revealed that their anchor attitude became dramatically better with the use of humor.

The Influence of Humor on Anchor Credibility and Viewers' Attitude toward the Anchor: A Moderating Effect of News Type