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Title: Is humor a countercyclical advertising strategy?
Authors: Zotos, Yorgos 
Outra, Evaggelia 
Hatzithomas, Leonidas 
Boutsouki, Christina 
Keywords: Humor oriented advertisements;Information oriented advertisements;Economic cycles;Super bowl commercials;Longitudinal analysis;Content analysis
Category: Media and Communications
Field: Social Sciences
Issue Date: 2011
Source: 16th International Conference on Corporate and Marketing Communications (CMC), 2011, Athens, Greece, 27-29 April
Abstract: Based on a longitudinal content analysis of commercials appearing in Super Bowl between 1969 and 2009, the present paper aims to investigate the use and the impact of humor oriented and information oriented advertisements on advertising effectiveness in recessionary and expansionary periods. The findings challenge the long-standing belief among practitioners that humor is a countercyclical advertising strategy. Indeed, it seems that humor oriented commercials are more pervasive in economic hardship, while information oriented advertisements are more common in times of affluence and wealth. However, humorous commercials tend to be effective at generating positive attitudes toward the ad both in recessions and expansions. On the contrary, information oriented commercials lead to less favorable attitudes toward the ad over the different economic periods. These findings may imply that advertisers have expanded their understanding of advertising effectiveness, encompassing a broader vision to improve the general mood of the times.
Type: Conference Papers
Appears in Collections:Δημοσιεύσεις σε συνέδρια/Conference papers

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