Munich Personal RePEc Archive

Effectiveness of humor advertising on

advertising success

S, venkatesh and N, senthilkumar

Anna university, chennai, Anna university, chennai

March 2015

Online at https://mpra.ub.uni-muenchen.de/63973/
MPRA Paper No. 63973, posted 01 May 2015 05:24 UTC
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EFFECTIVENESS OF HUMOR ADVERTISING ON ADVERTISING SUCCESS

Mr. S.Venkatesh
Research Scholar, Department of Management studies, Anna University, Chennai.
Dr. N.Senthilkumar
Associate Professor, Department of Management studies, Anna University, Chennai.

Abstract
In global advertising ‘humor’ is the most effective emotion used in advertising compared to other emotional
appeals. Advertisers and researchers more interested in Humor in advertising for more than 100 years. But there
is no review paper for Impact of humor in advertising till twenty two years of time, in between period there was
lot of research outcomes published about humor in advertising. The purpose of this paper to get detailed review
about Impact of humor in advertising for 40 years and detailed overview about various humor related aspects and
also it supports earlier outcomes, what’s the purpose of humor used in advertising are analysed here. The various
Journal databases were collected and reviewed; the paper is very useful for Advertisers, marketing practitioners
and researchers who research on Humor in Advertising.

INTRODUCTION
Every year, the millions of dollars spent on humor advertising (Alden & Hoyer, 1993). Advertisers and Scholars
found that some of 10% to 30% of ads contain some types of humor (WANG VL; et al., 2014; Beard, 2005;
Cafanescu and Tom, 2001; Weinberger, Spotts, Campbell, and Parsons, 1995). Throughout the world Humor is
the important factor for social and cultural life (Ritchie 2009). In Super Bowl advertisements during 2009, about
70% of advertisements contained some form of humor (WANG VL; et al., 2014; Gulas, McKeage, and
Weinberger, 2010) Humor contains the unique emotion which converts resistance to persuasion (Sternthal and
Craig, 1973). Humor is the peripheral cue to the advertisements for selecting product or service in competitive
world (Spotts, Harlan E.; Weinberger, Marc G.; Parsons, Amy L. 1997). Humor connected with us in many forms
like visual, sound, slapstick, comedic situation and many forms (Arias-bolzmann, Leopoldo; Chakraborty,
Goutam; Mowen, John C, 2000). The humor conveyed to all by different ways as advertisements, puns, jokes,
short stories, etc. (Ritchie, 2009). Humor contain major role positively effectiveness of advertising (Fugate,
1998). The humor advertisement messages influenced in product memory, affective, attitude, cognitive and
behavioural aspects are reflected consumer buying behaviour in market place (Fugate, 1998). Humor attracts the
attention to the advertising. In general humor attracts more people because of pleasure and comfort on
entertaining (Fugate, 1998). Audience enjoys more on frequency of humor ads, it leads to brand recall and it
reflects on sales.

LITERATURE REVIEW
Humor in advertising has more literature reviews. The first humor literature made by Sternthal and Craig (1973),
after two years Kelly and Solomon (1975) gave some analysis on humor in television advertising, created
typology like pun, understatement, joke, ludicrous, satire and irony, in 1979, Duncan found behavioural
perspective on Humor in Advertising, later by Madden and Weinberger (1982). Then some years later by
Weinberger and Gulas (1992), then Fugate (1998) found humor advertisements involved in nature of product,
targeted audience, message types, medium of ads, communication goal and message placement. The previous
published works are giving some ideas about what factors involved in humor. This paper furnishes a detailed
review about Impact of humor in advertising.

RESEARCH IN HUMOR
Humor is the most common and frequently used emotion appeals in advertising (Weinberger and Spotts, 1989;
Chahopadhyay, Amitava; Basu, Kunal, 1990). For any business advancement, the advertisement is an
unavoidable tool for the positioning & promotion of the brand and also it increasing the product sale (Beard,

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2005). Many advertisements placed mainly with TV advertising, the humorous advertising are analyzed and
published in print ads also (Madden, Thomas J; Weinberger, Marc G, 1984). Advertising is the centre for
attracting more people and it is become a powerful communication force. Products, services, ideas, images, and
many things can easily show advertising it helps to sell any product or services.

Impact of Advertisement is to communicate the impart information & knowledge about the product & services. It
leads to the consumers get attention by arousing interest and acceptance of the product. Humor is more effective
in influencing audience attitudes toward both the ad and brand when involvement is relatively low rather than
high. The humorous ads are always produce better results compared to non-humorous ads.

MEDIUM OF HUMOR ADVERTISING

The advertisements communicate the information through Television, Print, Radio, Outdoor, Social media and
others. The use of humor is about one out of five television ads contains humor appeals. Visually and verbally
expressed humor are very rich in understand and interesting phenomena to study (Ritchie, 2009). The pervasive
use of humor in advertising has attracted increasing attention. The Advertising practitioners believe that humor
advertisements attract superior than non-humor in gaining observer awareness. Humorous advertising is high at
attention, shows a positive attitude toward products and retaining the message. The humor may get more
responses by making ads more likeable. The humorous advertising has increase liking not only the ad, but also for
the brand, positively to advertising recall. People attract more on funny ad and transfer that positive feeling to the
product.

HUMOR TYPES
Humor ads can easily moves on friend and family circles and work settings. The humor get popularity in many
countries, the humor television commercials found seven types of humor emerged: slapstick, clownish humor,
surprise, misunderstanding, irony, satire, and parody
Author Title year Description
The Study of 2000 television commercials using Content analysis
compared with Humorous and non-humorous advertisements,
Humor in
Kelly, J.P. and The analysis made on commercials with respect to their use of
television 1975
Solomon, P.J. animation, the number of models, product handling, humor
advertising.
placement, multi sense usage, and the direction of the humor.
Typology: pun, understatement, joke, ludicrous, satire and irony.
Attitude-
This Study contains 2400 names in mail survey on random
Toward-the-
Gelb, Betsy D.; sample study; the humor ads are more effective than non-humor
AD: Links to
Pickett, Charles 1983 ads and it’s positive attitude and increase likings on
Humor and to
M. advertisements and the brand and it’s involve more on purchase
Advertising
intention, humor ads more positive in attention and recall.
Effectiveness.
The impact of humor in advertising measures surveyed on source
credibility, comprehension, persuasion, attention, retention, and
action, with three dependent on - perceived humor, attitude
Humor in toward the brand, and ad recall, 94% respondents agreed the
Madden, Thomas
Advertising : A humor ads gaining more attention than non-humor ads in gaining
J; Weinberger, 1984
Practitioner attention and awareness for new products, TV and radio media
Marc G
View. are best suited for humorous advertisements; educated youngest
males are best suited for target audience on humorous
advertisements, humor ads suited for non-durables like low
involvement products.

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This study re-examined the effects of humor influence which

Duncan, Calvin The effect of
measured on what type of humor used like perceived vs.
P; Nelson, James humor on
1984 manipulated and advertisement location with humor. The results
E; Frontczak, advertising
are confirmed with previous results on humor on one line joke
Nancy T comprehension.
influence in humor ads.
Humor in The Study based on lab experiment, with 80 undergraduates, on
Advertising : TV media measured on 9 point semantic differential format;
Chahopadhyay, The found the positive effect on humorous advertisings are persuaded
Amitava; Basu, Moderating 1990 more on subjects, people contain prior positive brand attitude and
Kunal Role of Prior also found the comparison of humorous vs. non humorous
Brand contain no systematic persuasive effects, it recommends when
Evaluation. the humor is more effective.
This Study contain humor communication effect framework and
The humorous
it describes the five humor types and three humor processes, the
message
humor advertising experience the sense of relief and generate
taxonomy A
Speck, Paul Surgi 1990 laughter and pleasure sensation, humor grabs attention and
framework for
facilitates elaboration, he increasing of trustworthiness is more in
the study of
sentimental humor compared with other humor types. The Humor
humorous ads.
content more in TV advertisements compared to print ads .
This study on review of literature updated after 20 years, and the
use of humor in advertising is increased; it shows with systematic
The Impact of
Weinberger, conceptual framework, the humor influenced by audience factors,
Humor in
Marc G.; Gulas, 1992 relatedness of humor, placement of humor, nature of the product,
Advertising: A
Charles S. communication goals, humor style and general study on effect of
Review.
humor, and also humor advertisements are effective in existing
products than new or unfamiliar products.
An
Examination of
Cognitive This study contains the theoretical and applied implications of in
Alden, Dana L; Factors Related Television advertising humor get more successful than normal
1993
Hoyer, Wayne D to ads; in TV ads, the content analysis of 497 advertisements
Humorousness analysed.
in Television
Advertising.
Identifying
Global and This Study contains the humor in TV advertising from four
Culture- countries: Korea, Germany, Thailand, and the United States, and
Alden, Dana L; Specific find the humorous communications in culture specific
Hoyer, Wayne D; Dimensions of 1993 dimensions, the use of Television commercials analyses on
Lee, Choi Humor in Content analysis of 497 US ads, 520 Korean ads, 244 German ads
Advertising : A and 351 ads from Thailand, find the incongruity process is a
Multinational universal humorous language.
Analysis.

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The advertising To promote the US goods and service the use of humor more
of services: aggressive in nature, for some products the loud and brash
Fugate, Douglas
what is an 1998 comedy is used, user also expecting the same. With using of
L.
appropriate role humorous advertisements, the unsought and controversial
for humor?. services are distracting consumer’s perceptual defense.
The advertising
effectiveness of
different levels
Humor advertisements get more positive effect when combining
of intensity of
high level warmth with high levels of humor; the cognitive
humour and
De Pelsmacker P. related advertisements contain moderate level of humor on
warmth and the 1999
& Guens, M attitude towards advertisement, brand and favorable
moderating role
advertisements. The favorable advertising outcomes achieved by
of top of mind
perceived humor .
awareness and
degree of
product use.
Effects of
Absurdity In
Advertising :
This Study made an experimental approach on 178 undergraduate
The
Arias-bolzmann, students participated measured by using a seven-item 9-point
Moderating
Leopoldo; semantic differential scale, The dependent measures used are
Role of Product
Chakraborty, 2000 cognitive responses, attitude to brand, attitude to ad, and brand
Category
Goutam; Mowen, name recall, the result is more positive attitudes and more
Attitude and
John C positive cognitive responses than non humorous, the product
the Mediating
class is negatively predisposed.
Role of
Cognitive
Responses.
The Effects of
In this study models incorporating cognitive and affective
Incongruity,
mechanisms are tested for perceiving different levels humor in
Surprise and
Alden, Dana L.; ads, the humor ad message structure are analyzed like incongruity
Positive
Mukherjee, and surprise, in cognitive mechanism, incongruity resolution
Moderators on 2000
Ashesh; Hoyer, process the type of incongruity is perceived, the attitude and
Perceived
Wayne D. behaviors are differs from expected beliefs, the neutral emotion
Humor in
of surprise made when novelty or incongruity colors surprise,
Television
leading either to humor or to fear.
Advertising.
The Role of
Humor in the An Empirical study with 510 Belgian people on humorous and
Geuens, Maggie; Persuasion of non-humorous study made and humorous effect shows positive
Patrick De Individuals 2002 impact on all appeals, humor is most frequently emotional used in
Pelsmacker Varying in advertising, the positive and negative side of effects made on
Need for advertising on positive brand cognitions .
Cognition.

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Humour effect The multiyear survey from 1992 to 1997 on super bowl
on memory and advertisements measuring humorous advertisements impact on
CHUNG, H; attitude : memory and attitude of a product, this study shows the positive
2003
ZHOA X. moderating role effect on moderating role of consumer memory and attitude
of product towards humorous advertising the purchase risk degree measured
involvement. on functional or expensive.
Developing a The study was develop and investigate typology of humor in TV
Buijzen, Moniek; typology of media, with 41 humor techniques and content of 319 humorous
Valkenburg, humor in 2004 ads, they found on seven types of humor emerged are slapstick,
Patti.M audiovisual clownish humor, surprise, misunderstanding, irony, satire, and
media. parody.
Effects of The study on 3000 commercials which broadcast on Dutch TV
Smit, Edith G.; Advertising from 1992 – 2001, they found influence of advertising likeability
Van Meurs, Lex; Likeability: A 2006 for the brand its transfer to purchase intention and likeability
Neijens, Peter C. 10-Year differed for different type of products. The purchase intention
Perspective. differed on likeability on ad results regarding the brand
The study on Humor ads responses with audience involvement
Responses to
and critical state on ads to audience and the measurement made
Humorous
Zhang, Yong; on High, moderate and low involvement with (strong/weak
ADS: Does
Zinkhan, George 2006 argument), the measures on involve, Humor Argument, Ad
Audience
M. attitude, Brand attitude, Purchase intention, Favorable thought,
Involvement
unfavorable thought, it shows the humor advertising get more
Matter?.
impact on very condition.
The study on how the mediators use the humor as a tool for
The impact of handling situations like negotiations, negative feel and to achieve
Cruthirds, Kevin
humor on 2006 work faster; The using of mediation on humor selection by
W
mediation. moderators on Humor styles & desired organizational outcomes,
and humor evaluation on moderators on humor and outcome.
The Influence of
Humor Strength
and Humor- The study shows the impact of humorous advertisements are
Cline, Thomas Message more on recall of ads, and ad memorability, the humor get
W;Kellaris, Relatedness on 2007 attention and mood when the humor appeal is strong, the positive
James J Ad influence of mood created by humor and product relatedness
Memorability: A made.
Dual Process
Model.
What's Funny The experiment made on 222 Chinese MBA students on
and What's Television commercials in China, the Empirical study on effect
Not: The of advertisement humor measures process and cultural orientation
Lee, Yih Hwai;
Moderating of ads like incongruity and arousal safety, the influence of
Lim, Elison Ai 2008
Role of individualism and uncertainty avoidance indicated in the
Ching
Cultural effectiveness of humor in television ads, in the joke is difficult to
Orientation in understand when more critical about ads on individualist and low
Ad Humor. uncertainty avoidance cultures.

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How humor in The effectiveness of advertising is measured with new affective

advertising cognitive model, and explain more about A meta-analysis of
works: A meta- humor in advertising, the positive effect on brand relatedness and
Eisend, Martin 2010
analytic test of explain about vampire effect, it shows humor putting audience to
alternative good mood and more persuative, recall and relatedness made
models. with positive association of ad and brand.
A comparison
Cruthirds, Kevin The study on 97 Television ads used in major US and Mexican
of humor styles
W.; Wang, networks, conduct a content analysis on Four humor styles. US
in US and
Valerie L.; 2012 ads are more affiliative, aggressive and self defeating humor than
Mexican
Wang, Yong J. & compared to Mexican commercials, also analyzed on Power
television
Wei, Jie distance, Individualism, Masculinity and uncertainity avoidance.
commercials.
The Study on American Television advertising using humorous
ads, the examines on two study responses of men and women to
The Impact of
violence in humorous advertising, humorous measured on low
Swani, Kunal; Violent Humor
and high violent humor, gender and time of humor. Attitude
Weinberger, on Advertising
2013 towards Advertisements, attitude towards Brand, Perceived
Marc G.; Gulas, Success: A
humor, violation of social norms, the first study on high physical
Charles S. Gender
violence in humor ads targeted on female audiences, the second
Perspective.
study on violations of social norms on the brand with men and
women.

CONCLUSION
Humor attracts the people attention more comparatively humorous ads Vs Non Humorous ads, many studies
proves humor is persuasion and cognition of advertisements for any product. Humor is not harmful for product
information and advertisement related aspects. Humor increases liking and getting stronger than non humor ads.
Related humor get direct impact on sale and it promote product easily. Humorous passages convey any
information much easier. Generally Creative is highly used in humor advertising, sometimes the great humor
creators are praised as more. Humor is more suitable on service products which require little abstraction to
understand, low involving or low personal identification, related to tangible objects.

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ISSN -2349-6738

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International Journal of Management and Social Science Research Review, Vol.1, Issue.9, March- 2015. Page 179