Importance Of Humor In Advertising

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Adding humor to advertisements help enhance audience responses towards the products as well as the ad. Because of this belief humor is ads have become popular (Burnett, Fisk, and Lunsford 1987; Weinberger and Campbell 1991). Involvement has been defined as "an individual, internal state of arousal with intensity, direction, and persistence properties" (Andrews, Durvasula, and Akhter 1990). Celsi and Olson (1988) say that there are types of involvements intrinsic and extrinsic which depend on the product specifications and environmental cues. Another study by Weinberger and Campbell (1991) tells us that humor ads high involvement of consumers towards the product. This shows that humor is useful in enhancing the audience responses towards the advertisements. For example, the consumer attitudes were influenced by affect-laden pictures as mentioned by (Mitchell 1986), and its effect was dependent on the involvement (Miniard et al. 1991). When involvement was low, such cues were effective in enhancing post communication attitude, but when involvement was increased, the positive effect dissipated. According to a cognition analysis the humor and how the message is perceived varies depending on the level of involvement. As said by Greenwald and Leavitt (1984), to use humor in advertising to enhance message recognition is of both practical interest and academic interest. Humor is used in almost every marketing ads (e.g., in commercials, on-line ads, personal selling, and direct

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