HUMOR APPEALS TOWARDS BRAND AWARENESS IN ADVERTISING

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.