Using Humor in Conjunction with Negative Consequences in Advertising

Abstract

Abstract Some advertisements use a humor appeal in conjunction with a negative consequence appeal. An experiment examined the effects of a humor appeal and negative consequence appeal manipulations on support arguments, counter arguments, and attitude toward the ad (Aad). For those who accurately comprehended the ad, there were no differences in Aad. For the remaining participants the negative consequences ad was significantly lower in Aad. The humor appeal led to more support arguments and fewer counterarguments, while the negative consequences appeal led to fewer support arguments. The results suggest that presenting negative consequences in a humorous way can be effective. Keywords: advertising humor appeal, negative consequences, advertising appeals, cognitions.