Responses To Responses To Humorous AdsHumorous Ads

Does Audience Does Audience Involvement Matter?Involvement Matter?

By:By:Ashley FischerAshley FischerEmily EmmonsEmily EmmonsKayleen BealsKayleen Beals

Mac vs PC CommercialMac vs PC Commercial• http://www.youtube.com/watch?

v=VuqZ8AqmLPY

InvolvementInvolvement• Involvement is defined as an

individual, internal state of arousal with intensity, direction, and persistence properties.– Involvement has been identified as an

important variable that influences advertising effectiveness.

Positive Brand ManagementPositive Brand Management• When we see a funny advertisement

we tend to discuss it with our friends and family.

• It tends to bring a higher level of involvement to the consumer.

• These two factors help build a companies positive brand image.

Affect vs. Cognitive Affect vs. Cognitive ReactionReaction

• Affect: People just react!

• Cognitive Reaction: Requires a stimulation and elaboration…

• Humorous Ad

• Most Alcohol ads tend to use humor as well as sex appeal to gain involvement from the consumer.

Involvement Using HumorInvolvement Using Humor

Experiment CritiqueExperiment Critique• Only using students in the sample• Assigning levels of involvement• Use of rewards to encourage

involvement• Using print ads only• Single exposure vs. multiple exposure

ConclusionConclusion• Humor functions to:

– Create awareness– Strengthen product/brand attitude– Be memorable

Career Builder CommercialCareer Builder Commercialhttp://www.youtube.com/watch?v=ra2CXQww_rY