本研究以不一致-解困理論分析Facebook的貼文圖片需要具備哪些條件才能成功引起幽默感，使用線上調查實驗法並從政府機關的粉絲專頁選取貼文以了解使用幽默圖片進行政策宣傳的效果。結果發現不一致情境是引起幽默感的必要條件，且同時具有不一致情境與線索的圖片能夠引起最高程度的幽默感，情境與線索兩個因素之間具有交互作用。最後，研究結果支持幽默感能夠提高接收者分享貼文的意願以及增加對貼文訊息的理解。 

This study draws on the incongruity - resolution theory to analysis what conditions the pictures used on Facebook post should have to arouse the humor sensation. By using the online survey experiment as a research method and selected different posts from various government agency’s Facebook fan pages this study also tried to understand the communicative effect of using humor pictures to promote public policy. The results support that incongruity situation is the essential condition to cause humor appreciation and the pictures which have an incongruity situation with the cues can generate highest humor appreciation. There has significant interaction effect between the incongruity situation and the cues. Finally, the results support that humor appreciation has a positive effect on receiver's sharing intention and understanding of information.