In recent years, the national army spies and leaked secret cases increased. In September 2017,
the Army Command produced a promotional video with "humor appeal" as the guide, with a
view to achieving results. In this study, inter-group design experiment method 3 × 2 × 2, with
the video for Security Campaign "celebrity endorsement" and "fear appeal" to promote the
film compared to understand the different appeal of the promotional video through different
impact on the degree of memory and acceptance. The results show that high involvement
of celebrity endorsement for the best memory level, high involvement of fear claims best
effect on the degree of acceptance; Conversely, low involvement of fear claims has the worst
effect on memory, and low involvement of humor appeal has the worst effect on acceptance.
Further analysis found that humorous appeal of the propaganda film is not effective for two
reasons: first, the issue is not paralleled with the appeals; second, the humor appeal of the
film is not easy to understand. In addition, the higher involvement of military training officers
in security issues results in better results in memory and acceptance.