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Research on Humerous Advertising

In: Business and Management

Submitted By sturdy
Words 10663
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1.0Background of the report
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Advertisements play an essential role in people's lives. People get much information through advertisements, especially television advertisements as well as print ad also. Therefore, many advertisers create a lot of techniques in television advertising to deliver the message that they want to deliver. Humor is one of the most popular and frequently used techniques in television advertising. More and more television advertisements are using humor, and many marketing researchers say that humor arrests people's attention, increases advertisement memorability, overcomes sales resistance, and enhances message persuasiveness (Duncan 286).
Role of humor in advertising: In today’s time role of humor in television advertising has reached to a great significance, especially on a particular issue such as brand image shaping, and provide useful information to the advertisers to help them decide whether they should invest in the use of humor in television advertising or should change direction to another technique. In addition, consumer and mass communication researchers would find the addition of such a study to the body of media knowledge worthwhile for generating idea and assumptions for future studies and research (Yilin Fang (2011), Humor and Brand Image-Shaping ). Using humor in television advertising to add value to the company’s brand image, to find out the role of humor in television advertisements.

Effective in delivering marketing messages: Humor as an advertisement appeal is getting popular in many countries. Ac-cording to Fletcher (1995) society nowadays simply shops for pleasure, enjoyment and fun, where in most case; humor is the suitable choice of appeal. Many of the most memorable ad campaigns tend to be funny. Humor will be one of the two main…...

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