Humorous advertising used on TV: The effects of this appeal upon brand awareness

Ewing, Glen Kingsley (2009) Humorous advertising used on TV: The effects of this appeal upon brand awareness. [Dissertation (University of Nottingham only)] (Unpublished)

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The following study is a detailed account of the effects humorous TV advertising has upon brand awareness. The objective of this study is to uncover firstly, can humour gain attention for the brand and through using humour in TV ads, can this create more recognition towards the brand? Also is the brand remembered in conjunction with the humorous TV advert? These are the main questions that will be studied and answered. A brief introduction to the study and the purpose of the study is explained and also a background to the topic area is identified.

The literature review provides a solid foundation in which directs the rest of the study. It identifies all the main authors that have written articles that correlate to the research topic. The literature review provides all the basic information that is needed to know, firstly regarding humorous advertising on TV (and advertising in general) and secondly concerning humour’s correlation to brand awareness.

There seems to be a general agreement upon the existence that humour, as an emotional appeal is effective in television advertising, many authors have analysed this matter from different aspects and points of view. A deep understanding of humour as a separate discipline is examined, which is then adapted to TV advertising. Also the worlds top TV adverts are researched.

The effect that humour has upon brand awareness is examined and whether or not the humour is remembered in conjunction with the brand. The author also addresses some future implications of where humour could lead us in terms of advertising. The study revealed that in order for humour to be effective in building brand awareness, there are many variables that must be considered.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 04 Feb 2010 09:21
Last Modified: 22 Oct 2016 13:13

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