What question did this study set out to answer?

This investigation aims to determine if humor in advertising increases attention levels and whether this effect is influenced by audience demographics.

October 1, 1982Journal of Advertising

The Effects of Humor on Attention in Magazine Advertising

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Authors

TMThomas J. MaddenUniversidade Federal do Rio de Janeiro MWMarc G. WeinbergerUniversity of Georgia

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Implication

Randomized trial assesses humor's impact on attention in magazine ads, suggesting moderation by audience factors.

Key Points

This investigation aims to determine if humor in advertising increases attention levels and whether this effect is influenced by audience demographics.
Utilized Starch readership scores from humorous liquor ads in magazines from 1976–1979.
Analyzed ad performance against magazine ad norms.
Examined the moderating effects of gender and racial composition of the audience.
Humorous ads generally outperformed standard magazine ad norms.
Attention effects of humor were influenced by audience gender differences.
Racial audience composition also moderated the effectiveness of humor in ads.

Cite This Study

Madden et al. (1982) studied this question.

synapsesocial.com/papers/6a0ed253b7cc3b883f22c688 https://doi.org/10.1080/00913367.1982.10672806

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The Effects of Humor on Attention in Magazine Advertising

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Implication

Key Points

Cite This Study

The Effects of Humor on Attention in Magazine Advertising

Discussion

Member takes

Implication

Key Points

Cite This Study

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