PL EN


2015 | 140 | 225 - 240
Article title

People don’t buy from clowns. Zur Wirkung humorvoller Werbekommunikation – theoretische Grundlagen

Authors
Title variants
EN
People don’t buy from clowns. The use of humorous elements in advertising – theoretical foundations
Languages of publication
DE
Abstracts
EN
Today we can observe the overload in the advertising market, which has had its consequences in both: the perception of advertisements (indifference and even reactance) and the necessity of changing the techniques of persuasion. The main problem is to attract attention of consumers, because the recipients possess limited possibility of stimulus perception. It forces the advertisers to be more creative while making advertisements by using emotional strategies in advertising. One factor which can be such an effective, stylistic device is humour, because firstly it fulfills the recipients’ expectations (advertising has to amuse) and as a result, creates a positive attitude towards the message. The attitude influences perceiving of advertised products which become accepted by recipients. Secondly, relevant humorous elements in the message can influence the potential consumers nearly on all levels of perception.
Year
Volume
140
Pages
225 - 240
Physical description
Contributors
References
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-cc000898-17a9-4583-bb04-b78fc0148439
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.