Corpus ID: 146703432

The relationship between humorous television advertisement and viewer persuasion

@inproceedings{Poku2014TheRB,
  title={The relationship between humorous television advertisement and viewer persuasion},
  author={K. Poku and E. Owusu},
  year={2014}
}
The use of humour in television advertising is common in Ghana and all over the world. Researchers and advertisers alike are divided on the effectiveness of humour in advertising as some see the use of humour as risky because it may affect recall of product attributes and comprehension. This study sought to explore the role of humorous television advertising in viewer persuasion and why humour is used. Questionnaires were administered to a sample of 100 and 350 respondents from advertisers and… Expand
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