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. DIMENSIONS OF HUMOR The frequency with which humor appears and the enthusiasm of its supporters is not always justified by empirical measurement of results. The surface simplicity of humor gives way to more complex interactions when casual relationships are examined. Nature of the product, the medium, target audience factors, communication goal, type of message and the placement of the message influence the responses of the consumer in the market place. The sense of humor is multi-dimensional and it contains the following 6 dimensions: Humor Production.

A sense of playfulness.
The ability to use humor to achieve social goals
Personal recognition of humor
Appreciation Of humor.
Use Of humor as an adaptive mechanism.
When advertisers use humorous advertising, it appears that they are utilizing dimensions four and five above. In short, advertising humor refers primarily to the ability of the audiences to respond positively when one or others are portrayed in a playful manner. Humor is inherently attractive to consumers as it is a major component of our cultural value system. {text:list-item}

{text:list-item} The above picture shows a very funny advertisement by Fevicol adhesive, so much so that it seems silly to an extent. In the above advertisement, Fevicol has continued with their ad campaign to re-enforce the Fevicol’s adhesive strength can help anything/ any person to fall off. As we can see in the picture, the tree which has the Fevicol adhesive adverisesmtn around it has not shed its leaves, as compared to the other trees, which do not have Fevicol ads, have shed their leaves. In such kind of ads, the advertiser creates a silly situation to advertise their product/ service, while making it humorous as well. The advertiser has to keep in mind, not to overdo the exaggerated part, lest the advertisement does not remain...
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