The aim of a humorous persuasive speech is to engage the listeners during the full speech in a fun and light way. If such a speech does not contain any real humor then it fails to achieve the desired purpose. The real purpose is to make people laugh not only through words but also
Advertisement has derived from latin word “Advertere” which means “ to turn the mind towards”. It has some psychological impact on consumers and it also influences their buying decision. Opportunities and benefits of using humor as a stimuli in advertising is appealing to any advertiser and businesses as they aall aim for boosting sales. However one of the toughest job is to influence human mind. Father of advertising and one of the marketing genius David Ogilvy says, ”The customer is not a moron, she is your wife.
It has an entertainment factor and easier to follow. Videos that make viewers laugh, cry or anything that catches their attention is sure to entertain them. If the viewer finds the video entertaining it is more likely that they will watch the video until the end. A customer would usually watch a video review of a product or service that already has their attention, the main purpose of the video review is to keep that attention and ignite their interest. For example If a customer is watching a review for a beauty product, the customer will see the product physically which will give the customers the correct product to buy and some tips on how to use it properly and off course the finished product.
Audience can mention or call out the memory of the brand image and they can recall some of the brand product. This is the most different between the commercial advertisement and product placement. Audiences feel that commercial hard sell the product or the brand is having promotion mentality. According to d’Astous and Chartier (2000), “the obviousness of into the scene than when it is not” (p. 37). This is one reason why product placements tend to be viewed more favorably than television commercials.
First, humor distracts the recipients from ethical violations, causing them not to find counterarguments. Second, humor puts recipients into a good mood, which makes it more likely to agree with a persuasive message. Third, humor builds a relationship to the advertiser, which decreases the visibility any unethical messages. I think it is very important that the problems of the research in this field are mentioned to make it easier for the reader to classify the current state of knowledge. Moreover, much insight to the subject is presented and well prepares the reader for the
Emotional advertising has proved to effect customer’s reaction (Burke and Edell 1989) and enhance their attention (Olney et al., 1991). According to Belch and Belch (1998), advertising appeal is used to draw consumers’ attention and it focuses at influencing consumers’ attitude and emotions about a related product or service. Emotional appeals generate either positive or negative emotions which can stimulate a particular purchase (Hongxia 2014). These appeals influence the consumers’ opinion about themselves and also how the advertised product would be helpful for them (Nauman et al., 2014). There are three basic types of emotions, happiness, anger, concern, sorrow and love (Huang 1997) but different consumers respond differently to the same executional content as they render the content of the ads differently (Hoffman’s 1986).
This stated that images in an advertisement facilitate the memory of the content, influences beliefs, attitudes, and behavioural intent, and increases individuals involvement with the product. The memory is important as it help to recall. Hence, visuals will not only apply to capture attention to verbal but also become message in many instances, Hecker & Stewart (as cited in Ungure,
Effective advertising seeks to attract, hold and focus one’s attention and there is no better way to do this than with the use of humour. Humour is often applied in advertising because it elicits feelings of warmth and happiness, emotions that endear people to products and services being advertised. Advertisers may understand the effects of humour on consumers, but the use of humour in advertising is complex and only successful when used the right way. As highlighted by Gulas and Weinberger (48), factors such as race, gender, age, culture and other target audience differences influence the effect of humour. More so, differences in consumer responses and perceptions of humour have been observed across cultures.
Positive appeal rouses the feelings of love, humor, pride, pleasure and negative appeal produces the feelings of threat, guilty, and shame (Kotler, 1971). In other words, positive appeal attempts to persuade them to change their attitudes and action by giving the expectation of some gain from a specified act. On the other hand negative appeal emphasizes that a negative result will occur and tries to persuade them by offering recommendations to avoid negative consequences. In an anti-smoking campaign, emotional appeal is more likely to highlight the loss caused by smoking or eventually express presents benefit from not smoking. On the contrary, emotional appeal of advertising messages can be defined as expressing negative outcomes caused by smoking abstractly, emotionally, and subjectively in this
On the other hand, there are those who argue that advertising mirrors what is present in society (Courtney & Whipple, 1983). According to Schudson, Advertisers use the‘‘reality’’ that is believed to sell their products effectively (1984). Many studies have shown that consistency of the role portrayals with that of the target markets enhances the advertising effectiveness (Duker and Tucker, 1977; Orth and Holancova, 2004). Advertising effectiveness is enhanced through observing the consistency of the role portrayals with the bearings of the intended markets (Michell and Taylor, 1990). Since inconsistency with existing attitudes could bring about a negative reaction from the target viewers, potential buyers, (Bhat et al., 1998; Williams, 1995), therefore, the advertisements would eschew from portraying images that are ground-breaking or unfamiliar.