"What Day is it, Mike?": The Effects of Humor on Memory and Cognition in Advertising
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2014
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Haverford College. Department of Psychology
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Thesis
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Award
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eng
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Abstract
Advertising is an integral part in growing a successful business. Despite its importance, the effectiveness of advertising is far from formulaic, especially in regards to the use of humor in advertising. Humor has been shown to aid the memory and recall of pictures, sentences, and even lectures. Humor has even been shown to guide attention and attitude formation. This thesis attempts to connects the research on how humor can influence memory, recall, the formation of attitudes, and inferences to advertising, focusing primarily on psychological based research. It will attempt to tie humor together with positive affect, increased memory, and positive attitudes towards advertisements and brands. In exposing unexpectedly effective humorous advertising techniques, this thesis hopes to unveil the significant communicative powers of humorous advertising.