Browsing by Author "Owusu, Eric"

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    The role of humorous television advertisement in viewer persuasion
    (KNUST, 2013-07) Owusu, Eric
    The use of humour in television advertising is common in Ghana and all over the world. However, researchers and advertisers alike are divided on the effectiveness of humour in advertising as some see the use of humour as risky because it may affect recall of product attributes and comprehension. Some generally question the wisdom in the use of humorous television advertising. This study finds out the role of humorous television advertising in viewer persuasion. The study also investigates the reasons behind its usage and the general perception of humorous television advertisements. The study also was to find out the factors behind achieving effective humorous television advertisements. Questionnaires were administered to a sample of 100 and 350 respondents from advertisers and television viewers respectively. Self selection and convenience sampling methods were used for the two sampling sets; advertising practitioners and television viewers respectively. The study revealed that advertising practitioners use humorous television advertisements because it is better at achieving communication goals and more particularly, because of its attention grabbing potential. It was also found that humorous television advertisements generally have a very high favourable perception from advertisers as well as consumers alike. The study also revealed that situational factors like product features, media placement as well as audience factors are very important considerations for effective humorous television advertisements. More importantly, it came out that humorous television advertisements enhance comprehension, liking of products or services. There was also a positive relation between humorous television advertisements and persuasion. However, certain conditions must be met. Practitioners must know their target audience very well to be sure if particular humour treatment will be effective or not. Objectives for any particular advertisement should be clear so as to use humorous television advertisements appropriately.