Humor in Advertising
Humor in Advertising

Author: Marc G. Weinberger

Publisher: Routledge

Published: 2021-06-21

Total Pages: 298

ISBN-13: 1000404420

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Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.

Attention, Attitude, and Affect in Response To Advertising
Attention, Attitude, and Affect in Response To Advertising

Author: Eddie M. Clark

Publisher: Psychology Press

Published: 2019-10-25

Total Pages: 346

ISBN-13: 1317783379

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Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Gender Effects of Sexual Humor in Advertising
Gender Effects of Sexual Humor in Advertising

Author: Harold Goetz

Publisher:

Published: 1989

Total Pages: 0

ISBN-13:

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"Since our early days of childhood, we have often heard "No two people are alike." We look, sound and act differently from each other. Common sense would tell us that different stimuli would effect us, for lack of better terminology, differently. Humor has its own differing effects. Whereas some people may laugh so hard from a joke that their eyes may begin to tear, others may be offended and insulted at the very same joke, or may not find it funny at all. Humor is very popular in advertising. Estimates for the use of humor in advertising range from 15% to 42% of all advertisements (Kelly & Solomon, 1975; Madden & Weinberger, 1984). It would seem that humor must have some type of effect upon viewers/readers/etc. for it to be used so often. The question raised, however, is "Are all people affected similarly by sexual humor in advertising?" Doubtful, but to answer this question, we must first review how and why humor works in regard to advertising. Later, we will address the main question of this study - "How are men and women affected by sexual humor in advertising?" As we will see, men and women do not always react similarly to humorous advertising. This study attempts to identify a style of humor men and women are affected by (sexual humor), and how their reactions vary. If the basic principle of humor is "intent to be humorous", it is important to review the relationships to be studied in analyzing reactions to humor in advertising. One key variable is perceived humor. Just because an ad was designed to be humorous, not everyone will feel it actually was. Although this study will not focus on degrees of perceived humor, it is important to note that the advertisements used in this study were pre-tested for humorous content. This study focuses on several variables that humorous advertising may affect. The variables to be studied include: attitudes toward the brand, product and the ad, recall of the product, brand and the commercial's copy points, purchase intention, irritation elicited by the advertisement, attention paid to the ad and the number of counterarguments generated by the individual's response to the message. Chapter 1 presents a discussion of how humor has been operationalized in the past, while chapter 2 offers a look at humor's effects in the field of advertising. Chapter 3 more presents a review of studies related to humor and gender, while chapter 4 offers some ideas as to how humor works. Hypotheses for this study are offered in chapter 5 with the methodology discussed in chapter 6. Results and a discussion follow in chapters 7 and 8, respectively"--Leaves 1-2

Humor in the Advertising Business
Humor in the Advertising Business

Author: Fred K. Beard

Publisher: Rowman & Littlefield

Published: 2008

Total Pages: 224

ISBN-13: 9780742554269

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Beard's Humor in the Advertising Business offers a concise yet thorough exploration of how advertising humor works. As one of advertising's most frequently used tactics, humor is an admittedly complicated topic. Supported with dozens of the world's funniest ads, insights from creative strategists and artists, and decades of research, Humor in the Advertising Business surveys the whimsical side of modern advertising. Great as a supplemental text in Advertising Principles, Copywriting, and Advertising Strategy courses.

Using humour in advertising effectively
Using humour in advertising effectively

Author: Nick Birch

Publisher: GRIN Verlag

Published: 2014-03-05

Total Pages: 12

ISBN-13: 3656609470

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Seminar paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.1, , course: Advertising Design Communication, language: English, abstract: Advertising is all about getting attention. One of the best ways of getting attention through advertising is adding humour. When employed correctly, the power of humour is undeniable. Professional Advertising (N/A) believes that ‘[t]he best ways to get attention with advertising are with strong visuals, sex, powerful headlines, and humour.’ From all the types of advertising appeals, such as Emotional, Rational, Sex, Scarcity and Humour, ‘[h]umour can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product. Humour can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message’ (Ashwini, 2009). Humour is most effective when it is used to reinforce an existing message, rather than simply adding to it. Catanescu & Tom (2001) maintain that ‘[a]s previous research has revealed... [their] study shows that humour is used more frequently in television commercials than print advertisements’ and so it is with this acumen that generates the focus on television commercials. What humour achieves exactly can differ from one advertiser to the next, but its primary function seems to be about getting attention, regardless if it is good or bad attention. According to a 1993 Journal of Marketing study that examined multinational effects of humour on advertising, ‘humour is more likely to enhance recall, evaluation, and purchase intention when the humorous message coincides with ad objectives, is well-integrated with those objectives, and is viewed as appropriate for the product category. Under such circumstances, humorous advertising is more likely to secure audience attention, increase memorability, overcome sales resistance, and enhance message persuasiveness’ (Dubois, 2010).