Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Refine search results

Journals help

  1. 1 Germanica Wratislaviensia

Years help

  1. 1 2015

Authors help

  1. 1 Pociask J.

Results found: 1

first rewind previous Page / 1 next fast forward last

Search results

Search:
in the keywords:  function of advertising effects
help Sort By:

help Limit search:
first rewind previous Page / 1 next fast forward last
1

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

100%
Pociask J.
Germanica Wratislaviensia
|
2015
|
vol. 140
225 - 240
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.
first rewind previous Page / 1 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.