Humour effects in South African advertising
This paper develops the idea of humour as a multidimensional construct and attempts to examine its effects when used as a strategy of advertising. A conceptualisation of humour based on previous research is presented. The humour taxonomy is used to categorise a sample of advertisements appearing on...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1868 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832593791607898112 |
|---|---|
| author | Shahida Cassim Ennis Ennis Barr Pepper iii |
| author_facet | Shahida Cassim Ennis Ennis Barr Pepper iii |
| author_sort | Shahida Cassim |
| collection | DOAJ |
| description |
This paper develops the idea of humour as a multidimensional construct and attempts
to examine its effects when used as a strategy of advertising. A conceptualisation of
humour based on previous research is presented. The humour taxonomy is used to
categorise a sample of advertisements appearing on South African television between
1994 and 1996. The content analysis is measured for its advertising effects by correlating
the types with the noting and liking scores of South African audiences. The results
confirm that different types of humour generate different advertising effects. The
implications for practitioners and for researchers are explored.
|
| format | Article |
| id | doaj-art-aab944b2c19f489abd14658d690950e8 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-aab944b2c19f489abd14658d690950e82025-01-20T08:49:06ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0120110.36615/jcsa.v20i1.1868Humour effects in South African advertisingShahida Cassim 0Ennis Ennis Barr Pepper iii1University of Kwazulu NatalUniversity of Johannesburg This paper develops the idea of humour as a multidimensional construct and attempts to examine its effects when used as a strategy of advertising. A conceptualisation of humour based on previous research is presented. The humour taxonomy is used to categorise a sample of advertisements appearing on South African television between 1994 and 1996. The content analysis is measured for its advertising effects by correlating the types with the noting and liking scores of South African audiences. The results confirm that different types of humour generate different advertising effects. The implications for practitioners and for researchers are explored. https://journals.uj.ac.za/index.php/jcsa/article/view/1868humourmultidimensionaladvertisinghumour taxonomyadvertisements |
| spellingShingle | Shahida Cassim Ennis Ennis Barr Pepper iii Humour effects in South African advertising Communicare humour multidimensional advertising humour taxonomy advertisements |
| title | Humour effects in South African advertising |
| title_full | Humour effects in South African advertising |
| title_fullStr | Humour effects in South African advertising |
| title_full_unstemmed | Humour effects in South African advertising |
| title_short | Humour effects in South African advertising |
| title_sort | humour effects in south african advertising |
| topic | humour multidimensional advertising humour taxonomy advertisements |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1868 |
| work_keys_str_mv | AT shahidacassim humoureffectsinsouthafricanadvertising AT ennisennisbarrpepperiii humoureffectsinsouthafricanadvertising |