Are Pop-Cultural References in Advertising Funny Enough?

Abstract: The purpose of this research is to extend the theory of humor research and add a new nuance to humor theory. Additionally, the study intends to measure the effect different humorous content types have on ad likability and purchase intention, as well as the relationship between the two. A mixed method approach was applied, conducting focus groups and questionnaires in order to study and understand the attitudes towards humor in advertisements of south Swedish consumers in Skåne County. The findings from the focus groups were used to create two experimental humorous advertisements, one with a humorous reference and one with a pop-cultural reference, and additionally one control in order to test the hypothesis on a bigger audience. This study is mainly based upon theories regarding humor research in advertising, focusing on ad likability and purchase intention. The empirical data consists of discussion transcripts from three 45 to 60 minutes long focus group sessions, with focus on perceived humor in advertisements. Additionally, 242 completed questionnaires concerning questions about ad likability and purchase intention regarding advertisements with humorous content. This study found that pop-cultural references are considered humorous by south Swedish consumers in Skåne County, and can be considered as a new nuance in humor theory. Furthermore, the results demonstrate that humorous content have a positive impact on ad likability compared to advertisements without humorous references. However, no significant difference was found among the advertisements regarding impact on purchase intention. In the case of pop-cultural references, ad likability leads to higher purchase intention compared to advertisements with humorous references.