HUMOR APPEALS TOWARDS BRAND AWARENESS IN ADVERTISING

Arisandi, Debby and Lizar , Alfansi (2009) HUMOR APPEALS TOWARDS BRAND AWARENESS IN ADVERTISING. Undergraduated thesis, Fakultas Ekonomi UNIB.

Text DEBY.pdf - Bibliography Restricted to Registered users only Available under License Creative Commons GNU GPL (Software). Download (728kB)

Abstract

The purpose of this study was to explore the link between Humor Appeals in advertising and brand awareness, while focusing on how emotional appeal (humor appeal) advertisements affect attitudinal and behavioral brand awareness. It examined humorous element in television advertising can enhance the favorable attitude so that the brand advertised with humor appeal can be more acceptable by the consumers. Observational studies using in-home observation devices (Collett & Lamb, 1986; Krugman & Shamp, 1992) tend to report a positive relationship between programme attention and ad attention; viewers who pay high attention to the programmed are more likely to pay high attention to the ads (Krugman, Cameron & White, 1995). Other researchers used programmed with high TV ratings to represent high involving programmed. According to Danaher and Lawrie (1998), high ratings shows had more viewers and the viewers were more committed. The results showed that advertising use humor appeals will get receive positive conception from the people. Humor is often used in advertising to make messages more entertaining and memorable. Humor appeals are more effective for low involvement products.

Actions (login required)

View Item