The Effects of Humor on Attention in Magazine Advertising
- 1 October 1982
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 11 (3) , 8-14
- https://doi.org/10.1080/00913367.1982.10672806
Abstract
It was the objective of this investigation to determine whether humor in advertising heightens attention levels and whether the potential heightening of attention is moderated by audience confounds. The study utilized Starch readership scores obtained for humorous liquor ads which appeared in magazine issues surveyed by Starch from 1976–1979. The results indicate that humorous ads tended to out perform magazine ad norms and that these effects are moderated by gender and racial audience composition differences.Keywords
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