Hasanova Eltaj (2019) Humor in Advertising. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.
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Absztrakt (kivonat)
“People don’t buy from clowns.” (Claude C. Hopkins, American Businessman 1866-1932). This has been the motto of many companies for years until the 21st century. However, currently, simple advertisements aren’t the only solution to attract customers to the business and products. In this case, do people buy from the clowns now? Or precisely speaking, does humor sell or attract at the present time? This question needs to be tackled as there are numerous companies, which use the humor advertisement as their main advertising style while initiating other creative advertising methods as well. However, which method is more efficient? And what is humor, and how does it stimulate customers? According to Zhang and Zinkhan humor can be a mediator for people’s purchase intentions through the change of attitude. Talking about which, in this case, attitude created by humor is not directly linked to the purchasing behavior of the customer. However, attitude towards an advertisement and the brand are affected by not only this humor factor but many more external factors. These factors are important to be assessed and found, which would consequently support the effectiveness of the advertisements to reach their intended goals. (2006) A controversial feature of the humorous advertisements and current costly nature of the industry makes the marketers rethink before attempting to use the humor in their ads, fearing the adverse effect. Considering the fact that humor is subjective to the receiver’s perception it is very prone to be misinterpreted. Untangling this problem can contribute to the cost and brand image saving process of the companies. Consequent to the solution of this issue it would be very beneficial to know whether they are worth undertaking the risks and the expenditure. Moreover, if humor in an advertisement is as effective as expected, in that case, the usage of it, can also be increased. If defined, which industry customers, are more open to this type of advertisement, in this case, it will decrease the hesitation while using them. Furthermore, types of humors will be introduced throughout this research and which types are more acceptable by the customers in which industry will be analyzed. Since there have been and are many brands that use humor to convey their message, it will be crucial to understand how efficient their efforts have been. Knowing what kind of image, it creates in consumers’ minds can help the companies decide, whether they would like to be portrayed or associated in that particular style or would it damage their established image. Since the humor is directly related to society’s perceptions, it can change and evolve during the changing education and lifestyles and continuous research is useful, to catch emerging trends, as well as identifying the more stable ones. Azerbaijan being relatively less competitive, in terms of advertising due to the economics freedom of the businesses, the different types of advertisements arise newly. This results in having less amount of information, and research to be done in them, which humorous types of advertisements are a part of as well. Due to not having enough relevant literature diving into the depth of this topic this research paper will be the one to assess and find the differences, and similarities of the humorous advertisements’ effects on the Azerbaijani audience. It will also assess, which types of humor are more relevant in which products, according to the tastes of the audience, can be beneficial to local business owners to adopt to. This process will be done, by benchmarking the impressions of the control group in focus interviews to find the similarities and the differences among them and find the relevance of the international researches carried out about humor in Advertisement. The researcher’s questions that are addressed in this paper: 1) Are they persuasive to make the customers buy? 2) Do humorous advertisements attract the attention of the target group? 3) Does it bring a bad reputation or results to the brand if they use humorous advertisements too much based on the perception of the customers? 4) Are the humorous advertisements more preferred by the customers or the other types (family appeal, sex appeal, informative)? If not, which one is more preferred? 5) Which type of humor is more preferred by the customers? 6) Which products are more suitable for humorous advertisements for customers’ points of view. 7) Which products are the most unsuitable for humorous advertisements?
Angol cím
Humor in Advertising
Intézmény
Budapesti Gazdasági Főiskola
Kar
Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar
Tanszék
Commerce and Marketing
Tudományterület/tudományág
NEM RÉSZLETEZETT
Szak
| Mű típusa: | diplomadolgozat (NEM RÉSZLETEZETT) |
|---|---|
| Kulcsszavak: | Humor in Advertising, Marketing, Humor in Azerbaijani market |
| Felhasználói azonosító szám (ID): | Meleg Gizella |
| Rekord készítés dátuma: | 2019. Dec. 02. 08:52 |
| Utolsó módosítás: | 2020. Feb. 28. 13:36 |
| URI: | http://dolgozattar.uni-bge.hu/id/eprint/23831 |
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