Corpus ID: 146703432

The relationship between humorous television advertisement and viewer persuasion

  title={The relationship between humorous television advertisement and viewer persuasion},
  author={K. Poku and E. Owusu},
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
1 Citations

Tables from this paper

Analyzing the Effect of Persuasion Component on the Audience
Nowadays, persuasion is considered as one of the most pivotal components of social influence. It can promote or change the current attitude of the audience. Considering this component, the mainExpand


The advertising of services: what is an appropriate role for humor?
The use of humor is quite prevalent in the promotion of US goods and services. Estimated expenditures on humorous advertisements are in the billions and a majority of advertisements may contain someExpand
The Impact of Humor in Advertising: A Review
Abstract The use of humor has become common practice in advertising; yet our knowledge about its impact has not been updated since the last major review almost twenty years ago. In the interim, aExpand
A Situational View of Information Content in TV Advertising in the U.S. and U.K.
A study of the information content of U.S. and U.K. advertising was developed in the context of the Foote, Cone and Belding (FCB) planning matrix. A 1985 sample shows that U.S. television ads in thatExpand
Advertising comedy in electronic drama: The construct, theory and taxonomy
Defines the construct of “comedy” in electronic advertisements, using drama theory to derive a taxonomy of comedic types. Summarizes the controversies that form the background of humour research andExpand
When business can be fun
Outlines the benefits of humour in the workplace. Briefly looks at the place of humour in advertising and the effect of it in areas such as attention, comprehension, persuasion and likeability.Expand
Humor in Advertising
Every day people are exposed to a large number of television advertisements. There are thousands of products on the market and it would be interesting to find out why we respond to certain advert ...
How To Advertise
" Advertising comedy in electronic drama : The construct , theory and taxonomy "
  • European Journal of Marketing
  • 1996
Does Brand Attitude Moderate the Persuasiveness of Humor in Advertising