Humour—The Strongest Emotional Appeal in Advertising

Pavel Horňák ()
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Pavel Horňák: Faculty of Multimedia Communications

A chapter in Strategic Innovative Marketing, 2017, pp 259-264 from Springer

Abstract: Abstract Humour, along with erotic, sex and fear belongs to the strongest emotional appeals in advertising. Inconsistency—departure from the standard, moments of surprise, in connection with kindness (perhaps even the satirical form), with intellectual humour, but in the first place in the connection with necessary creativity and originality, I consider to be the fundamental characteristics of humour. It is necessary to use humour in advertising in the context with objective and focus group of advertising.

Keywords: Advertising; Emotional appeal; Humour; Erotic; Fear (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_33

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DOI: 10.1007/978-3-319-33865-1_33

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