Humour effect on memory and attitude: moderating role of product involvement

Article Abstract:

This paper presents research gathered from consumer responses to advertisements that appeared during the Super Bowl television transmissions between 1992 and 1997. Results show that positive significant relationships were found between humorous advertisements upon memory and that such advertisements are more effective in low-involvement products.

Science & research, Advertising, Advertising Activity, Research, Super Bowl Game (Football), Humourous advertising

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Effects of violence and brand familiarity on responses to televisions commercials

Article Abstract:

Violence and brand familiarity have significant effects on subsequent consumer responses towards commercials. This paper found that the effect of violence was moderated by brand familiarity but that violent programme content affected familiar brands more than unfamiliar brands.

Surveys, Brand name products, Brand names, Violence in television, Television violence

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The use of humour in television advertising: revisiting the US-UK comparison

Article Abstract:

Humor in UK and US television advertising is compared. The way in which humor is used is different in each country as are the types of humor utilized.

United Kingdom, Evaluation, Marketing

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