Using Humorous Programs as a Vehicle for Humorous Commercials

Bibliographic Data

ID20299889
AuthorsStephen D Perry (0000-0002-4320-392X, Stillman College), Stefan A Jenzowsky (Ludwig-Maximilians-Universität München), Cynthia M King (California State University, Fullerton), Huiuk Yi (Yeungnam University), Joe Bob Hester (Texas State University), Jeanne Gartenschlaeger (University of Alabama)
Year1997
Volume47
Issue1
Pages20-39
Publication date1997-03-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Communication (JOURNAL)
Journal identifiersISSN: 0021-9916 • E-ISSN: 1460-2466
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1111/j.1460-2466.1997.tb02691.x
OpenAlexW2152078063
LanguageEN
Citations received2
References cited19

Many programs and commercials use humor to entertain and persuade viewers. This research examines the effect of levels of humor in program context on commercials and the perceptions of the products they advertise. Effects of humor levels in the commercials themselves are examined, as are effects of gender on perception of humor and product image. Increased program humor was detrimental to recall of products advertised. Gender, however, interacted with program humor levels. Products were viewed less negatively by men when they were exposed to commercials in a more humorous program context. The type of humor may explain why this did not hold for women because humor of a crass or sexual nature holds lower appeal for females. An increased level of commercial humor was found to be beneficial to recall and purchase intention

Art · Art history · Library science · Media studies · Sociology · State (computer science) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Media, Gender, and Advertising

Tools

Open DOISci-HubOpen Access