The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?

Weinberger, Marc G.; Gulas, Charles S.

doi:10.1080/02650487.2019.1598831

Cited by 32 publications

(33 citation statements)

References 135 publications

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“…Superiority theory holds that people laugh to express their accomplishments or dominance over others (Meyer, 2000); amusement may result from self-esteem enhancement achieved through social comparison with inferior others (Ferguson & Ford, 2008). The somewhat similar disparagement theory of humor (Speck, 1991;Weinberger & Gulas, 2019) holds that humorists ridicule or insult a given target based on that target's characteristics-and often, stereotypes-to elicit amusement (Ferguson & Ford, 2008). Incongruity theory argues that laughter is the result of unexpected events connected in an incongruous and perhaps inappropriate way (Suls, 1972).…”

Section: Conceptualizing and Operationalizing Humormentioning

confidence: 99%

Generating Science Buzz: An Examination of Multidimensional Engagement With Humorous Scientific Messages on Twitter and Instagram

McKasy

Cacciatore

et al. 2021

Science Communication

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This study investigates the types of humor embedded in funny scientific posts on social media and their effects on engagement. We mapped the landscape of such posts on Twitter and Instagram through content analysis of their message attributes. Regression analyses were then conducted to examine how different humor types, communicative functions, and visual attributes were associated with liking, retweeting, and commenting. On Twitter, wordplay and satire were found to be positively related to posts’ engagement levels, while anthropomorphic humor was negatively associated with the presence of comments. On Instagram, humor had no relation to engagement.

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Section: Conceptualizing and Operationalizing Humormentioning

confidence: 99%

Generating Science Buzz: An Examination of Multidimensional Engagement With Humorous Scientific Messages on Twitter and Instagram

McKasy

Cacciatore

et al. 2021

Science Communication

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“…The positive effects of humor have been widely demonstrated in the advertising context [see (1), for a review) and, more recently, in ads for public health issues ranging from consumption of tobacco and alcohol, to cancer prevention and screening, to sexually transmitted diseases [e.g., (2)(3)(4)(5)(6)]. Humor may be one effective way to gain audience attention toward health messages and to enhance the processing of central information in preventive health campaigns.…”

Section: Introductionmentioning

confidence: 99%

Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology

Brigaud

Lafont

Blanc

2021

Front. Public Health

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In the past decade, humor in scientific research has become more and more popular providing an increase of data identifying the context in which humor is a promising communication strategy in preventive health messages. To avoid the limits of declarative responses usually recorded in past studies, eye tracker technology offers the possibility to assess and dissect the effects of humor on visual attention. In this brief report, we first attempt to extend the results of previous studies by recording eye movements while participants were exposed to humorous and nonhumorous print health ads dealing with tobacco and alcohol consumption. A secondary purpose is specifically to test the visual attention French women devoted to humorous tobacco preventive ads, the worrying results of recent studies urging to find a way to improve tobacco preventive campaigns. Based on three complementary eye-tracking measures (i.e., total dwell time, fixation count, and revisits), the results showed that humorous health messages were scanned longer and more frequently and revisited more often compared to nonhumorous ones. In addition, humor appeared to reduce smokers' avoidance of preventive tobacco messages. The different pattern of visual exploration confirms that humor is a good strategy to grab attention even of individuals who are involved in the health topic addressed. In short, this paper argues for introducing lightness into a very serious subject, health communication, based on the analysis of eye movement evidence.

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“…Second, we used different content and printed ads for our experimental studies. We suggest using the same content across studies but using different formats, such as audio or video (Weinberger & Gulas, 2019). In this way, the influence of the need for cognition can be better evaluated.…”

Section: Discussionmentioning

confidence: 99%

“…For example, millennials are more likely to respond to “quirky” ads than are people from other generations (Taylor, 2018, p. 166). However, this phenomenon requires further investigation, as there has been limited empirical research on this generation (Taylor, 2018; Weinberger & Gulas, 2019). For this research, we used different types of humor mechanisms as manipulation because the usage of humor in advertising requires examination (Spielmann, 2014).…”

Section: Introductionmentioning

confidence: 99%

The Role of Need for Cognition in Predicting the Attitudes of Indonesian Millennials Toward Printed Advertising and Purchase Intentions

et al. 2021

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This article presents findings from research investigating the effectiveness of humor appeals (humor relatedness and humor mechanisms) to Indonesian millennials for predicting their attitudes toward printed ads and their purchase intentions. In total, 543 Indonesian millennials participated in three experimental studies to test the relationship between humor appeals and the need for cognition to predict their attitudes and intentions. It was found that humor appeals were effective in predicting millennials’ attitudes toward printed ads and their purchase intentions. However, the need for cognition did not significantly influence the relationship. Indonesian millennials were more likely to not engage in thinking processes when evaluating humorous ads, which may be influenced by their characteristics and cultural backgrounds.

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The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?

Cited by 32 publications

References 135 publications

Generating Science Buzz: An Examination of Multidimensional Engagement With Humorous Scientific Messages on Twitter and Instagram

Generating Science Buzz: An Examination of Multidimensional Engagement With Humorous Scientific Messages on Twitter and Instagram

Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology

The Role of Need for Cognition in Predicting the Attitudes of Indonesian Millennials Toward Printed Advertising and Purchase Intentions

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