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Impact of Humorous Advertisements On Customers' Behavior

1) The document discusses the use of humor in advertising and its effects on customers' behavior. While humor has become a popular advertising technique, its use is also debated due to both potential positive and negative impacts. 2) Advertisers use techniques like humor to differentiate products and make advertising messages unique and meaningful. Humor has been shown to attract attention, increase message retention, enhance credibility and attitudes, and minimize counterarguments. 3) Research shows that advertisements with humorous appeals can gain consumer likability and a positive correlation exists between how well an ad is liked and brand likability. Using humor elements can thus enhance ad and brand liking. However, product attributes also influence purchasing decisions.

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51 views1 page

Impact of Humorous Advertisements On Customers' Behavior

1) The document discusses the use of humor in advertising and its effects on customers' behavior. While humor has become a popular advertising technique, its use is also debated due to both potential positive and negative impacts. 2) Advertisers use techniques like humor to differentiate products and make advertising messages unique and meaningful. Humor has been shown to attract attention, increase message retention, enhance credibility and attitudes, and minimize counterarguments. 3) Research shows that advertisements with humorous appeals can gain consumer likability and a positive correlation exists between how well an ad is liked and brand likability. Using humor elements can thus enhance ad and brand liking. However, product attributes also influence purchasing decisions.

Uploaded by

Basit feroz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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IMPACT OF HUMOROUS ADVERTISEMENTS ON CUSTOMERS BEHAVIOR

Humor has a universal language. Humor has been widely used in advertising. However, while
humor has attained popularity in advertising, its use is continuously being debated. The
reason for this debate is that there are a number of both positive and negative effects which
can be attributed to the use of humor.
Advertising is one of the critical marketing variables which marketers use to differentiate
products in a cluttered marketplace. In order to increase the effectiveness of advertising for a
product, advertising messages should be unique and meaningful. Companies have attempted
to use many vehicles to create this differentiation effect. One such vehicle is the employment
of humor.
A wide variety of advertising approaches, there are seven main ones; fear, humor, sex, music,
rationality, emotions and scarcity. Advertisers use one or combine several of these appeals to
ensure that their targeted audiences receive their message. However, nowadays, humor appeal
is being used extensively sometimes combined with others, but most of the time it is strong
enough to be used solely.
A variety of benefits have been suggested for humorous appeals including:
1) Humor attracts attention.
2) Humor can increase retention of the advertising message.
3) Credibility of the source can be enhanced with humor.
4) Attitude toward the ad can be enhanced with the use of humor.
5) Counter arguments may be minimized with the use of humor because it acts to distract the
audience from making cognitive responses.
There has been numerous researches proving that advertisement with humorous appeal can
gain consumers likability. A strong positive correlation is also found between the degrees of
how well an advertisement is liked with the likability to the brand advertised. In short, adding
humorous elements can enhance ones likability of an advertisement and eventually increase
liking to the brand advertised.
This research paper results:
Humor appeal was not taken in negative manner by respondents if it was used in a limit for
the relevant products to make the ad creative. Exploratory research shows that there is no
significant difference in the views of males & females towards the advertisements. Humor
appeal used in advertisements motivated the respondents to purchase the product but
attributes of the product also plays a significant role in buying decision.

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