Humour in food advertising

Rozel Batalla, 2019

Humor in advertising is now very rampant in the field of advertising for they believe that add-on humor in advertisements can greatly attract, convince and gather consumers’ attention. This study aims to identify the implications of humor in advertisements in consumers buying behavior. The researchers made use of a qualitative design with a descriptive approach. Convenience Non-probability sampling was applied in gathering data and information from the University of St. Louis Tuguegarao, more specifically thirty students (30) of the Senior High School Department. This study showed that customers prefer humorous advertisements than the typical one. However, they were not satisfied with the lack of information presented by the humorous advertisement. Future researcher needs to let their informants or respondents completely elaborate their answer corresponding on every research questions. Businesses who utilizes humorous advertisement should provide necessary and complete information of the product and services they advertise.

Humor has a universal language. It doesn't need degrees in obscure languages, hardly ever in Clinical Psychology and it is one of the few devices used to make people smile and think at the same time. Humor has been widely used in advertising. However, while humor has attained popularity in advertising, its use is continuously being debated. The reason for this debate is that there are a number of both positive and negative effects which can be attributed to the use of humor. The purpose of this research paper is to answer following questions:-a) The impact of gender & age on the degree of affection to the ads. b) The effect of humor appeal in Ads, on the consumer's buying decision. To develop the conclusions exploratory & descriptive research designs are used. Primary data are collected with the help of Focus group technique & questionnaire method & data is analyzed with the help of various statistical techniques. The conclusions of this paper help in clarifying the dilemma of humorous advertisements.

Academic Journal of Modern Philology 18, 2022

Given the marked presence of humour in many areas of thought and language, as well as in people's social, emotional, and aesthetic experiences, it comes as no surprise that humour studies are considered an interesting interdiscipline worth studying. This paper is, therefore, an attempt at joining three academic fields, namely advertising discourse, Cultural Linguistics, and humour studies. The author will enquire into the operation of (debatable) humour applied in multimodal advertising discourse. She will make the cultural aspect the focus of attention in order to highlight the role of cross-cultural differences in the perception of humour. Based on her previous studies (Stwora 2020a, 2020b) on attitudinal responses to controversial humorous ads in English, she will join in an exploratory discussion with a view to showing the ways in which ad reception may be influenced by the culture-specific force of humour. Working towards a more comprehensive outlook on humour in use in the context of advertising discourse, the present paper will start with a few words on humour in general and on debatable humour in ads. Then, the cultural side of humour will be discussed. Finally, the author will discuss her research from the cultural standpoint.

2006

Abstract The focus of this chapter is on a particular aspect of the relationship between humour and organization, namely the deliberate production of humour by organizations through advertising. Our aim is to study humour in advertising and through doing so to investigate what it tells us about humour, organizations and the social context of advertising/consumption. Specifi cally, we are interested in explaining the nature and increasing use of humour during the period that has come to be known as late capitalism.

Humour, work and …, 2007

Advances in Marketing, Customer Relationship Management, and E-Services

2015

African Journal of Business Management, 2011

Surrounded by staggering world-wide economic crisis and country specific financial burden, Turkish consumers feel pinched and marketers face the challenge to find a way to attract their attention to make them buy what they provide. In tough times, is humor the remedy for marketers? This paper aims to find an answer to this question and it examines the impact of humor in advertising. Alongside its advantages, humor also carries certain risks: will the viewer be bored after a few exposures; will it create an unexpected offense on the viewer? The paper investigates the views of various marketing experts on use of humor in marketing communication as to understand if such an approach will work with special focus given to the “psyche” of the population during a period of economic uncertainty and value consciousness. With the aims stated, the researchers conducted a series of expert interviews with marketing professionals, academicians and psychologists. Additionally, a focus group with se...