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Humor roles of females in a product color matrix: a qualitative conceptual development

Humor roles of females in a product color matrix: a qualitative conceptual development 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

Humor roles of females in a product color matrix: a qualitative conceptual development

Quality & Quantity , Volume 46 (1) – Jun 12, 2011

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References (41)

Publisher
Springer Journals
Copyright
Copyright © 2011 by Springer Science+Business Media B.V.
Subject
Social Sciences; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
DOI
10.1007/s11135-010-9371-3
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Quality & QuantitySpringer Journals

Published: Jun 12, 2011

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