Many studies have sought to understand the functional impact of humor in advertising, psychology, and communication. Doctors and other healthcare providers may use humor to treat mental health conditions and for easing stress. This is because humor acts as a tonic in reducing anxiety and resolving conflict. Because of similar benefits, humor is a suitable message medium in advertising. This research specifically examines the relationships among product types, female depictions and humor in its broad use in advertising. The objective is to identify compelling, contemporary and humorous female depictions in advertising. Further, it is to conceptualize how humor can be used to successfully classify a product as fitting into one of the four categories of the product color matrix. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy formulations that achieve product memory enhancement by adopting humor mechanisms properly matched with female role depictions.
Quality & Quantity – Springer Journals
Published: Jun 12, 2011
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