A looka at the use and effectiveness, quality, dangers, examples, getting attention, role in consumer comprehension, target audiences and ad durability.
Written in 1994; 1,125 words; 6 sources; $ 39.95
From the Paper:
"Humor in Advertsing
This paper will examine the use and effectiveness of humor in advertising. Specifically, the paper will discuss the ways in which humor increases or decreases the effectiveness of advertisements and whether specific types of products, services and humor affect the effectiveness of humor in advertisements.
Advertising executives generally consider humor to be a powerful sales tool. The Radio Advertising Bureau, for instance, uses humor as one of its criteria in awarding its "Chassie" awards for most effective advertisements.1 But advertisers commonly make the mistake of using humor for the sake of using humor. Stan Freberg, a humorist, satirist and advertising icon advocates the use of entertainment and humor in advertising, but with a caveat..."
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