Humor in Advertising: Classic Perspectives and New Insights

Humor is a common approach in advertising, but it is complex. This book summarizes the cumulative state of knowledge on humor in advertising and provides new research on key topics such as its use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. It also examines the evolution of humorous appeals over the oldest traditional advertising medium, outdoor advertising.

Format: Paperback / softback
Length: 238 pages
Publication date: 25 September 2023
Publisher: Taylor & Francis Ltd

Humor has been a prevalent strategy in advertising for decades, appearing in various forms, including traditional television commercials and modern digital advertisements. While humor can be an effective tool to engage and entertain audiences, its use in advertising is intricate and not always successful. This comprehensive volume explores the multifaceted world of humor in advertising, summarizing existing knowledge and presenting cutting-edge research on key topics.

One significant aspect of humor in advertising is its ability to evoke emotions and create a connection with consumers. Humorous ads often use wit, irony, or unexpected situations to elicit laughter and positive feelings, making the product or brand more memorable. However, the effectiveness of humor depends on various factors, including the target audience, cultural differences, and the context in which the ad is presented.

Another area of study is the use of humor in digital advertising, where the format and distribution of content are constantly evolving. Digital platforms provide new opportunities for creative and interactive advertising, and humor has become an essential element in capturing the attention of users in a crowded online environment. However, the challenges of using humor in digital advertising include the need for shorter attention spans, the prevalence of ad blockers, and the need to adapt to different platforms and devices.

Gender and cross-cultural applicability are also important considerations in humor in advertising. Women and men may have different preferences for humor, and cultural differences can impact the interpretation and reception of humorous ads. Advertisers must carefully consider these factors to ensure that their humor is inclusive and resonates with a diverse audience.

Defining humorous advertising and identifying the types of humor used is another critical aspect of this volume. Humor can take various forms, including slapstick, irony, sarcasm, or observational humor. Each type of humor has its unique appeal and can be effective in different contexts. Advertisers must carefully select the appropriate type of humor to align with their brand and target audience.

The chapters in this book examine humor in advertising from various perspectives. They explore the use of humor in conjunction with emotional and sexual appeals, its impact on brand perception and recall, and the challenges of using humor in different advertising mediums, such as television and digital media. The authors also provide insights on the evolution of humorous appeals over time, particularly in outdoor advertising, which has a long history of using humor to capture attention.

In conclusion, humor has long been a powerful tool in advertising, capable of evoking emotions, creating connections, and enhancing brand recall. This comprehensive volume provides a valuable overview of the current state of knowledge on humor in advertising, highlighting the complexities and challenges associated with its use. By exploring the intersection of humor with other issues such as emotional appeals, gender, and cross-cultural applicability, the book offers valuable insights for advertisers and researchers alike. As the advertising landscape continues to evolve, the use of humor will undoubtedly remain an important component of effective marketing strategies.

Weight: 453g
Dimension: 246 x 174 (mm)
ISBN-13: 9780367722630