Marketing Communications

220 CHAPTER 7 ADVERTISING

Figure 7.5 Moderating variables affecting the effectiveness of humour in advertising

Photo 7.3 Nicorette: giving up

smoking with a smile

Source : AMVBBDO.

lot of questions, and unfortunately not a lot of straight answers can be given. Humour has

been studied by many researchers, and overall there is only one aspect on which agreement

between the researchers can be found: humour attracts attention.^63 However, the question

remains as to what extent humour also attracts attention to the brand. As far as recall and

recognition, creating positive ad and brand attitudes and increasing purchase intention are

concerned, no conclusive results can be drawn.^64 Th is can partly be explained by several

moderating variables ( Figure 7.5 ).

M07_PELS3221_05_SE_C07.indd 220M07_PELS3221_05_SE_C07.indd 220 6/5/13 3:01 PM6/5/13 3:01 PM