Kellogg on Advertising and Media by Bobby J. Calder

Author:Bobby J. Calder
Language: eng
Format: epub
Publisher: Wiley
Published: 2012-06-16T16:00:00+00:00

Incongruity

Incongruity is often the key to attracting attention. This may take the form of something totally new and unfamiliar. Or it may take the form of a disparity between what consumers know and what the advertising is telling them. Humor typically involves some incongruity and is an effective strategy to gain attention. Not only does a fun advertisement capture the attention of the viewer, it often generates positive word-of-mouth that results in an even larger share of eyeballs through media such as the Ad Forum or YouTube. However, you should be careful when using humor in advertising: people may remember the joke at the expense of recall of the brand. Hence a strong brand link is critical when humor is used. A good strategy would be to use humor to deliver the benefit of the brand.

At an unconscious level, the good mood induced by humor facilitates processing of the message. Specifically, good mood helps consumers make linkages between disparate pieces of information. From that perspective, metaphors and parodies are most effective when the message also introduces humor.

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