Humor and Advertising

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EXECUTIVE SUMMARY Advertising is nonperson communication usually paid for and usually persuasive in nature about product, services of ideas by identified sponsors through the various media .Its aim is to arouse consumers’ attention to a commodity and induce them to use or buy it. But how to make the advertisement impressive is the main purpose of the advertisers. In order to enhance the appeal of an advertisement, the choice of words or phrases may make the advertisement attractive. In advertisement there are many rhetoric features such as similar, metaphor, personification, hyperbole, repetition, contrast and humor. However, of all these features, humor is the most frequently used and loved by many people. It may leave a deep impression on people by its readability, wit and expressions. Every year, advertisers spend millions of dollars producing ads that attempt to be humorous in order to facilitate message acceptance. Humor is often used in print and television media to sell products. How effective it is depends on how humor has been used. The below report will discuss the various types of humor used in advertising a product and how effective the ads have been on its consumers. BACKGROUND Advertising could be used to make the target audience aware of the existence of a product or service, and the benefit is confers to costumers. Advertising is part of promotional mix that also includes Trade promotions, sales promotions, Personal Selling and Sales Management (Clow & Baack, 2002). Everyday people are exposed to a large amount of television advertisements. There are thousands of products in the market, and it is interesting to find out why consumers respond to certain advertisements and not others. Therefore, I thought it would be interesting to concentrate on humor which today is considered an important part in advertising one’s product....
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