Advertising Styles’ Impact on Attention in Pakistan

Syed Karamatullah Hussain, Kashif Riaz, Abdul Kabeer Kazi () and Gobind M. Herani

MPRA Paper from University Library of Munich, Germany

Abstract: The topic was selected after giving consideration to the modern environment and the use of media by advertisers for attention purposes of their products. It was also observed that the number of channels especially in the electronic media have also geometrically increased over the last two decades. It is now becoming difficult for advertisers to get the attention of their products in the minds of their viewers. The methodology used in the research was focus group and ads of different products were shown to them which included humorous and serious appeals. As the literature review revealed that these two types of appeals have significant difference when measuring attention between humorous and serious advertisements. At the end of the research it was established that there is a significant difference between the attention of humorous and serious appeals. Initially the idea was taken form a research conducted in Sweden. Same parameters were analyzed in Pakistan. We concluded that the reaction of two different societies have almost the same response for humorous and serious advertising appeals.

Keywords: Humorous Appeals; Serious Appeals; Attention (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2008-12-31
New Economics Papers: this item is included in nep-cul, nep-cwa and nep-mkt
References: View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Published in KASBIT Business Journal 1(1) (2008): pp. 28-35

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Journal Article: Advertising Styles’ Impact on Attention in Pakistan (2008)
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:15005

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