The impact of humorous advertising on brand awareness and product recollection

The globalization of today’s advertising- and trade channels has unlocked the possibilities to create brand awareness significantly. The immense exposure of ads allows marketers to reach millions of consumers through various media – brands stand and fall with their marketing. Therefore, we thought that it would be interesting to study the impact of the humorous appeals in advertising as it is the most commonly used trait in televised commercials today. Thus, the purpose of this thesis is to get a better understanding of humorous appeal impact on brand awareness and product recollection. The study has a qualitative approach and we gathered data from interviews that were analyzed from a within-case perspective. The study has shown that the humorous appeal on advertising disrupts the promotion of products in commercials. Although, the empirical results indicate that some product recollection remains. Moreover, it also indicated that the humorous characteristics added to the shown commercial had little or no impact on the information processing. Finally the humorous media will have to be consistent to minimize the information processing interference.Validerat; 20150627 (global_studentproject_submitter