advertising: For commercial and savings banks, trust, title insurance, and safe deposit companies, investment houses. The focus is on how three distinct humor types, namely personification, exaggeration and silliness, influence the likeness of the brand, the comprehension of the message, the credibility of the source and the persuasiveness/buying of the product. Humor IN advertising Regarding the message appeal now, Q7: How humorous do you find the advertisement above? Definition of concepts To facilitate the understanding of the three types of humor mentioned above, definitions given by Catanescu video games does not cause violence essay and Tom are provided. Thankfully, we received very quick response. Journal of Advertising, 21, 35-59. What is your educational level?
The questionnaire consisted of 21 questions each one of them connected to our objectives and divided in three sections. Humor IN advertising Again, opinions regarding the influence of humor on persuasiveness are debated. So, as a suggestion we could say that managers should concentrate more on advertisements where the message appeals with personification humor since it is the more influencial one. Exaggeration and personification have a stronger effect on likeness. Journal of Creative Communications, 10, 288-302. Consequently, H1 i:.Any type of humor affects positively the likeness of the advertisement. Humor IN advertising 369 people had completed the whole survey which implicates low response bias (14,63) and more accuracy. Exaggeration, personification and silliness were the humor types decided upon. Hypothesis 3 H3 mor enhances harms or has no impact on credibility depending on the type of humor applied. The whole process of the analysis is presented explicitly in the analysis OF data section along with the results. To which extend humor influences source credibility is not clear yet.
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