隨著網路科技的日益新起，讓廣告的發展走向越來越多元的模式。而「業務配合」一詞，在台灣源自新聞和節目結合置入性行銷的業界潛規則。後來隨著網際網路的蓬勃發展，在部落格興起的時代，業配文也被作為部落客與廠商之間合作產物的代稱，並在網際網路裡開啟了有別以往廠商宣傳只透過明星，而是以素人的身分代言及宣傳的模式。藉由不斷發展的網路社群媒體，廣告完全跳脫了舊有的框架，不斷地發展新興的行銷模式。而廣告最重要的目的在於傳達品牌理念以及最終能達成消費者購買的行為，其中幽默訴求在廣告表現上是歷久不衰的方式之一。
故本研究以全球最大影音分享平台YouTube作為研究對象，透過網路文獻的調查報告，幫助本研究篩選出研究範本，並以文獻分析故事結構、三幕劇、轉折點以及幽默訴求，作為本研究之基礎，去探討幽默訴求在YouTube故事型業配影片中，如何發揮其角色與功能。最後藉由文本分析以及問卷調查結果，本研究在研究範本中發現，幽默訴求在不同年齡以及個人經驗的不同之下，有不同偏好的劇情結構。而通常為了增加業配訊息，多數的研究範本均有新增「幕」，本研究稱之為「回馬槍」的表現手法。另外研究範本也因不同的YouTuber個人魅力而有不同的幽默認同效果。

Up until now, online social media is booming, and advertising has transformed into more and more diversify. The term "business cooperation" is derived from the rules of the industry in Taiwan that combine news and programming with placement marketing. As opposed to traditional advertising celebrity endorsements, blog operators are mostly amateurs who is not in the entertainment circle, and thus there has a new way on the Internet. In the face of the emerging marketing model that has escaped the oldness and allowed ordinary people to be propagated. With the growing development of online social media, advertising has completely escaped the old framework and constantly evolving emerging marketing models. The most important purpose of advertising is to convey the brand concept and ultimately achieve consumer purchase behavior.
Among them, humorous appeal is one of the long-lasting ways of advertising performance.
Therefore, this study uses YouTube as a research object. Through literature analysis, this study find appropriate research models and theories, and use the structure of the story, the Three-Act Structure, the turning point and the humorous appeals as the research foundation. Through text analysis and questionnaire survey results, this study found in the research model that humorous appeals have different preference plot structures under different ages and personal experiences. In general, in order to increase the distribution of information, most research models have added "curtains". This study is called "returning carbine". In addition, the research template has different humorous recognition effects due to different YouTuber personal charms.