The Effect of Repetition on Humor in a Radio Advertising Study
- 1 December 1985
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 14 (4) , 13-68
- https://doi.org/10.1080/00913367.1985.10672966
Abstract
There is evidence that humor in a commercial leads to effects that are desirable for the advertiser. There is an absence, however, of evidence that an audience still perceives humor in a commercial they have heard numerous times. This study tests the effect of repetition on perceived humor and also tests the effect of a new creative treatment as a tactic when humor wears out.Keywords
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