That act may be inquiring for more information,calling for an appointment, coming by your store or sending in an order by mail. The outcome of these actions should ,if course ,eventually be a sale . The ultimate purpose of all commercials advertising is to persuade people to buy. And in order to drive a consumer like a mouse to the cheese is vital that there is no compromise on either the quality or conviction of commercials and advertisements. Effective good ads must have : 0 The ability to get our attention . Hundreds of ads are seen each day .
Therefore, an effective ad must stand out from the competition and grab the consumers attention. 0 The ability to sustain our attention . Alt is important that the potential consumer earn something about the product. An effective ad involves the reader in the details of the ad and carries the reader’s attention through the ad. 0 The ability to transmit the message . Clarity is important if the consumer is to understand the message given the limited ad space available. 0 The ability to convince the potential consumer to accept the message of the ad and the ad brand .
Thus,the ability of the ad to persuade you to accept the product,the brand,and to buy. (schoolbook. Ca) Humor in Advertising A clear-cut definition of ‘humor’ is often not easily attainable . Humor is defined in he Merriam-Webster dictionary as: A:That quality which appeals to a sense of the ludicrous or absurdly incongruous. B:The mental faculty of discovering ,expressing ,or appreciating the ludicrous or absurdly incongruous. C:Something that is or is designed to be comical or amusing . These definitions taken from this dictionary only add to the confusion.
So is humor the mental ability of appreciating the ludicrous or dastardly bizarre? What makes something comical or amusing? Wordsmith online dictionary defines humor as a quality that evokes laughter or amusement. A glance at the various definitions shows the scope of humor . However ,humor cannot have an universal appeal . To recognize and analyses the effectiveness of humor in Advertising ,it is essential to know the nature of product ,target,audience ,placement and message. Each of these aspects influences the extent to which humor in an ad can be appreciated .
Not all products categories can be taken lightly nor can all type of audiences can comprehend certain kind of humor . An examination of these elements will help give a clearer comprehension of the use of humor in ads. LITERATURE REVIEW Successful advertisements share some common elements, which should be kept in mind when developing an advertising campaign. They are simple,clear,honest ,informative ,customer-oriented and attempt to answer the following questions: ‘WHO and HOW. ” The heart of and ad is its message or the primary benefit you want your target audience to understand about your product and service.
The message can address one or more of the following: Why prospects should buy your product and not your competitors Why customers should buy your products again. Why anyone should buy your products at all! This study is done to find out if advertising appeals can ‘appeal’ the same way to all audiences, and more specifically, to study humor as an appeal. Advertising appeals: Appeal is the motive to which an ad is directed, it is designed to stir a person towards a goal the advertiser has set.
The advertising appeal is an attempt to draw a connection between the product being advertised and some need or desire that the audience feel. To be successful, an advertising appeal must correspond to the target consumer’s buying process. Appeals fall into two general categories: Logical appeals, also known as rational appeals, aim for the buyers head, and emotional appeals ,aim for the buyer’s heart . A logical appeal tries to sell products based on performance ,features, or the ability to solve problems.
IN contrast, an emotional appeal tries to sell products based on the satisfaction that comes from purchasing and then either owning or giving the product as a gift. Advertisers can employ a variety of specific appeals, most of which can be structured as logical, emotional ,or a combination of the two. The most common types of appeals are based on price or value ; quality ;star identification ;fear or anger ;the five senses ;sex,love and social acceptance ;and novelty . Most of these appeals are culture-specific and can be understood and appreciated within a socio-cultural context.
When buying a product people keep in mind certain criteria to follow Nature of Product -when people are paying lofty amounts of money for an item they tend to want straightforward information . The features and limitations of a product are important while considering its purchase, especially with high-ticket items . The use of humor for marketing these items is usually minimal due to the lacking of informational construction of humorous advertising. High involvement products castigate an increased “involvement “or are items that must be more carefully analyzed and critiqued because of higher price.
Such items are cars, stereos, and computers. Low involvement products do not deserve high amounts of “involvement “particularly because they tend to be of lower value and importance to people . Examples of low involvement products are toilet paper,toothpaste ,and shampoo . So, these are the kinds of products for which humorous advertisements are made. Target Audience-Marketers must consider a variety of audience factors when deciding on the use of humor in their advertising appeals. These factors include ,but are not limited to demographics and chirography’s.
Demographics are differentiating statistics such as gender ,age ,education ,occupation,income ,martial status ,household size and ethnic background. Kind of Humor If we remember a funny commercial or ad we saw or read recently ,we sometimes wonder:what made the ad funny ? Was it something visually funny ? Did the narrator say something unexpected ? Whatever the commercial dealt with,we ,as individuals found it funny ,but maybe other people who viewed it found to boring or Just didn’t get the humor . That is the complexity that humor has.
Certain types of humor may only work with specific types of people. To better understand humor a peers need to examine the different types involved in the advertising process. Absurdity(Maddox ,bobby definition means a slight departure from reality. Absurdity works with a vast variety of products overcomes clutter,stands out in an overcrowded marketplace and improves recall,but like anything else it can always be overdone. METHODOLOGY The method used to analyses and interpret the ads was semiotic analysis. Various approaches to arrive at the meanings [Readings that emerge from its are discussed here.
Meaning produced through language ,which helps in understandings a text can be called as representations. SYSTEM OF REPRESENTATION There are two systems of representations involved. First ,there is the ‘system’ by which all sorts of objects ,people and events are correlated with a set concepts or mental representations which we carry around in our heads . Without them,the world cannot be interpreted meaningfully . Theories of Representation There are broadly speaking three approaches to explaining how representation of meaning through languages works. N the reflective approach ,meaning is thought to IEEE in the object ,person,idea or event in the real world ,and languages functions like a mirror to reflect the true meaning as it already exists. Methods of study This research study aims to interpret the preferred meanings in the chosen ads ,and observe if any interpretations outside of this occur. The study reflects upon the way advertisements can prompt diverse readings the study reflects upon the way advertisements can viewer reactions which differ according towards their mentalities in advertisement . A total of 5 adverts were taken as sample .
The chosen advertisement were analyses and interpreted by the researcher ,which is taken as he dominant or preferred readings using any of the three approaches as present in the advert . After the analysis and interpretation ,the advertisement were given to maximum of 50 Indians to analyses the ads and what they feel about the advertisement. The sample of adverts were given to each of them and asked to describe the events,character portrayal and the dominant message as understood by them. This is compared to the preferred [dominant meanings as given by the researcher ,and the differences or similarities are studied.
AIM [OBJECTIVES OF THE STUDY 0 To analyses and interpret humorous advertisement. To prove that there are differences in meanings that are read off these ads due to diverse cultural backgrounds HYPOTHESIS There are different types of humor employed in advertisements of various countries ardor the world. Even when language differences are removed,]ekes may not easily be translatable among cultures. Therefore,humor,as an appeal is effective only within a specific geographical and cultural context. This study aims to prove that people of different cultural backgrounds respond to humor differently .
ANALYSIS AND INTERPRETATION The method used to analyses and interpret the ads was semiotic analysis . The chosen advertisements were analyses and interpreted by the researcher ,which is taken as the dominant or preferred reading using any of the three approaches as present in the advert. After the analysis and interpretation ,the advertisement were given to the selected sample of 30 . A one on one interview with the group in the sample was conducted to analyses and interpret the advertisement that were given to them .
The sample of adverts were given to each of them asked to describe the events ,character portrayal and the dominant message as given by the researcher ,and the differences or similarities were studied. Below is discussed: a. The researcher’s analysis of the ads b. The resources obtained from the sample,and c. The researcher’s analysis and interpretation of those responses . 1 . Maul butter- a TOAST story Researcher’s analysis:This advert makes meaning only if one looks at the intentional meaning of the maker,rather than having a reflective approach toward analyzing the ad.
As a reflective would compromise looking at the face value of the pictorial elements in the advertisement ,and the text and logo ,no concrete meaning can be obtained by looking at this particular advertisements . The ad actually is a take off on he popular hind’ horror immovability’. The picture in the ad is almost similar to the advert for the hind’ movie . The only difference is that in the centre of the picture is the photograph of a doll like figure sitting in front of a stack of toast while the fugues behind her watch the plate with hungry eyes.
This immediately draws the attention of the viewer towards the stack of toast because it is in color,and also because the eyes of the other characters in the ads are fixed on it. The headline reads ‘book’ and the font and style used is the same as that of the movie title. The sub-headline ender it is a play with words that says “a TOAST story ‘ which in the movie poster should have read ‘A GHOST story While people who are already familiar with the movie might recognize the ad at the first glance ,people who haven’t heard or seen the movie are likely to be stumped by the theme of the ad .
This proves that the comprehension of humor in the ad is affected by the previous knowledge of the theme ,while it instantly lets the viewer relate to the movie. Therefore a shared understanding is necessary in order for viewers to fully grasp the message that intended by the maker of the ad. Measurement Questionnaire is divided into six Sections – Section A, B, C, D, E and F. Section A discuss respondents’ profile and demographic. Section B to Section E discusses affective, cognitive, perception and conceive components respectively, measured in a five-point Liker Scale scoring from strongly disagree (1) to strongly agree (5).