Humor In Persuasion Essay

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Register to read the introduction… It has been determined that the goal to communicate properly the humor that is to be used as well as what the effects will be. There have been studies that have found humor to be effective in getting the audience attention is more effective when no humor is incorporated especially in magazine ads, television ads, and radio ads. Humorous ad have been found to increase the comprehension of the ads contents by some researcher while others have concluded there to be an negative connection between the use of humor and the ability to comprehend the message in the ad. The research that has been done to review what negative effects that humor has on the ability to comprehend the information showed and 64% of the research executive with the United States ad agencies believes that the use of humor is not good in advertisement. There were 17 advertising experiment conducted by these executive that produced the following results: there was six that show humor may in fact enhance the comprehension of the information, there were five that produced either mixed or neutral results, and there were six that showed that humor may in fact affect the audience ability to comprehend the information that is presented to them. What would the executional or message factor that may affect the outcome? There are two groups in determining the humor factor in persuasion, which is the relationship between humor treatment, and product or message which there are three types: intentional (relationship of humor to message type the processing of the message), semantic (relationship between the humor to the product theme), structural (syntactical function of the humor, meaning use of …show more content…
W., & Kellaris, J. J. (1999). The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments. Psychology & Marketing, 16(1), 69-69. Retrieved from http://search.proquest.com/docview/227758276?accountid=32521
Cline, T. W., Altsech, M. B., & Kellaris, J. J. (2003). WHEN DOES HUMOR ENHANCE OR INHIBIT AD RESPONSES?: The moderating role of the need for humor. Journal of Advertising, 32(3), 31-45. Retrieved from http://search.proquest.com/docview/236574260?accountid=32521
Lyttle, J. B. (2001). The effectiveness of humor in persuasion: The case of business ethics training. York University (Canada)). ProQuest Dissertations and Theses, 215-215 p. Retrieved from http://search.proquest.com/docview/304730088?accountid=32521. (304730088).
Spotts, H. E., Weinberger, M. G., & Parsons, A. L. (1997). Assessing the use and impact of humor on advertising effectiveness: A contingency approach. Journal of Advertising, 26(3), 17-32. Retrieved from http://search.proquest.com/docview/236566178?accountid=32521
Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, 21(4), 35-35. Retrieved from

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