Does Humor in Radio Advertising Affect Recognition of Novel Product Brand Names?

The authors proposed that item selection during shopping is based on brand name recognition rather than recall. College students rated advertisements and news stories of a simulated radio program for level of amusement (orienting activity) before participating in a surprise recognition test. Humor level of the advertisements was varied systematically, and content was controlled. According to signal detection analysis, humor did not affect the strength of recognition memory for brand names (nonsense units). However, brand names and product types were significantly more likely to be associated when appearing in humorous advertisements than in nonhumorous advertisements. The results are compared with prior findings concerning humor and recall.