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.
Madden et al. (Fri,) studied this question.