Humor in advertising

Abstract: Every day people are exposed to a large number of television
advertisements. There are thousands of products on the market and it would
be interesting to find out why we respond to certain advertisements and not
to others. The purpose of this study is to provide a better understanding
of humor in Swedish television advertising. Research questions looked both
at how different types of humor are used and what the benefits of humor in
advertising are. A qualitative, single case study was used in collecting
data through a single focus group interview followed by some one-on-one
interviews. The results show that there are different types
of humor and different products that are more or less appropriate for
television advertising. The results also show that there are some big
benefits with using humor in television advertising, but there are some
considerations that have to be thought of as well.