Humour effects in South African advertising
This paper develops the idea of humour as a multidimensional construct and attempts to examine its effects when used as a strategy of advertising. A conceptualisation of humour based on previous research is presented. The humour taxonomy is used to categorise a sample of advertisements appearing on...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1868 |
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| Summary: | This paper develops the idea of humour as a multidimensional construct and attempts
to examine its effects when used as a strategy of advertising. A conceptualisation of
humour based on previous research is presented. The humour taxonomy is used to
categorise a sample of advertisements appearing on South African television between
1994 and 1996. The content analysis is measured for its advertising effects by correlating
the types with the noting and liking scores of South African audiences. The results
confirm that different types of humour generate different advertising effects. The
implications for practitioners and for researchers are explored.
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| ISSN: | 0259-0069 2957-7950 |