Have you ever sat through a painfully unfunny television ad that you knew was actually meant to be funny? Because one out of every five ads are designed to be humorous, chances are that youve witnessed a dud or two…or three. What makes an ad funny is the subject of research presented in the December 2004 issue of the Journal of Consumer Research by Josephine L.C.M. Woltman Elpers, a German marketing specialist, and her colleagues.
"Humor is one of the most widely used techniques in advertising around the world, with about one out of every five television ads containing humorous appeals," the authors explain, "few studies on this topic have addressed the fact that ads attempting humor vary dramatically in the level of humor they actually evoke in the target audience."
What is most intriguing to the authors of the study is the dramatic range in funniness from one ad to another. Understanding this range may play an important role in how marketers adjust their intended messages. "While some ads are spectacularly successful at raising a laugh, others may fail to do so. Such variation in perceived humor is likely to have important consequences for downstream variables of interest to marketers such as message credibility, recall, and attitude toward the ad and brand," the authors continue.
Carrie Olivia Adams | EurekAlert!
High Number of Science Enthusiasts in Switzerland
05.02.2018 | Universität Zürich
Between filter bubbles, uneven visibility and transnationality
06.12.2017 | Schweizerischer Nationalfonds SNF
A newly developed laser technology has enabled physicists in the Laboratory for Attosecond Physics (jointly run by LMU Munich and the Max Planck Institute of Quantum Optics) to generate attosecond bursts of high-energy photons of unprecedented intensity. This has made it possible to observe the interaction of multiple photons in a single such pulse with electrons in the inner orbital shell of an atom.
In order to observe the ultrafast electron motion in the inner shells of atoms with short light pulses, the pulses must not only be ultrashort, but very...
A group of researchers led by Andrea Cavalleri at the Max Planck Institute for Structure and Dynamics of Matter (MPSD) in Hamburg has demonstrated a new method enabling precise measurements of the interatomic forces that hold crystalline solids together. The paper Probing the Interatomic Potential of Solids by Strong-Field Nonlinear Phononics, published online in Nature, explains how a terahertz-frequency laser pulse can drive very large deformations of the crystal.
By measuring the highly unusual atomic trajectories under extreme electromagnetic transients, the MPSD group could reconstruct how rigid the atomic bonds are...
Quantum computers may one day solve algorithmic problems which even the biggest supercomputers today can’t manage. But how do you test a quantum computer to...
For the first time, a team of researchers at the Max-Planck Institute (MPI) for Polymer Research in Mainz, Germany, has succeeded in making an integrated circuit (IC) from just a monolayer of a semiconducting polymer via a bottom-up, self-assembly approach.
In the self-assembly process, the semiconducting polymer arranges itself into an ordered monolayer in a transistor. The transistors are binary switches used...
Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale
Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...
15.02.2018 | Event News
13.02.2018 | Event News
12.02.2018 | Event News
23.02.2018 | Physics and Astronomy
23.02.2018 | Health and Medicine
23.02.2018 | Physics and Astronomy