Using Humor in Advertising: When Does it Work?

The article presents a study that explores the response to humorous advertising in relation to the characteristics of the advertising audience. It states that the respondents' characteristics and humor orientation are measured while they are exposed to a variety of television commercials. It adds that while it has been noted that humor can be an effective tool to draw attention, integrating such in advertising can be tricky.

Publication: 
Southern Business Review
Author: 
Riecken, Glen; Hensel, Kyle
Document Type: 
Research
Paywall: 
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