"Humor and Ad Liking"

The article “Humor and Ad Liking” aims to understand the relationship between sensation seeking and the liking of humorous ads compared to non-humorous ads. A study was conducted involving 42 participants rating ads based on humor, sensation and arousal. Arousal is defined in the parameters of the study as “ physiological terms as energizaiton, activation, inner tension, or alertness”. The study found that there was a relationship between sensation seeking and the liking of the humorous ads. For example non-humorous ads were less liked and produced lower “like” ratings amongst lower sensation seekers. Humorous ads were more liked and amongst those low sensation seekers.

The information gathered by the study can be utilized in the real world of advertising. Although it is common knowledge that people like ads that are humorous, advertisers need to understand why humor can play a role in increasing brand awareness and value. When someone sees a funny ad they more involved and engaged. This is the key opportunity for advertisers to make the brand stand out using humor as the attraction. In relation to the article, advertiser can use the information found in the study to create humorous ads that would be well liked amongst low and high sensation seekers. Advertisers could also use this information to target specific demographics based on sensation seeking levels. For example advertisers can target low sensations seekers and utilize humorous ads to raise their arousal level.

The article also explores the effectiveness of incongruity-resolution humor in comparison to nonsense humor, incongruity advertising being more likable. This is key for advertisers to understand what type of humor connects and resonates with consumers. Humor in advertising that is seen as dumb or funny without connecting to the product is not very successful. Incongruent humor takes the consumer out of the traditional realm of humor. The Etrade baby campaign does an excellent job of expressing incongruity in humor. People find it humorous that babies are talking and discussing stock options because it is incongruent with what babies do (As seen in the ad below). Although incongruent humor in advertising is not the only type of successful humor it definitely proves successful in many campaigns.

Although humor is not universal it is clear that research suggest that humor attracts attention. Attention and awareness is often a common goal amongst advertisers. Humor is also generally well liked this allows for humorous ads to generate a positive image towards a brand. Humor also allows consumers to have a brief moment of entertainment; this results in less counter arguing and more positive associations with the brand.

Galloway, Graeme (2009), Humor and Ad Liking: Evidence That Sensation Seeking Moderates the Effects of Incongruity-Resolution Humor,” Wiley InterSceince, 26, 779-792.


http://www.youtube.com/watch?v=lEXZ2hfD3bU