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  • The Impact of Comedic Violence on Viral Advertising Effectiveness

    Author(s)
    Brown, Mark R.
    Bhadury, Roop K.
    Pope, Nigel
    Griffith University Author(s)
    Pope, Nigel K.
    Year published
    2010
    Metadata
    Show full item record
    Abstract
    The use of comedic violence in viral advertising is becoming widespread, but as yet no examination of what influence it may have on consumer response has been undertaken. Two experimental studies using a commercial panel sample investigate the effects of this executional cue on ad message involvement, brand memorability, likelihood of being passed on to third parties, and attitude formation. Results suggest that humorous ads that combine higher levels of violence intensity with more severe consequences appear to elicit greater involvement with the ad message, better retention of brand information, higher pass-along probability, ...
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    The use of comedic violence in viral advertising is becoming widespread, but as yet no examination of what influence it may have on consumer response has been undertaken. Two experimental studies using a commercial panel sample investigate the effects of this executional cue on ad message involvement, brand memorability, likelihood of being passed on to third parties, and attitude formation. Results suggest that humorous ads that combine higher levels of violence intensity with more severe consequences appear to elicit greater involvement with the ad message, better retention of brand information, higher pass-along probability, and greater ad likability. Attitudes toward the brand remain unaffected. Furthermore, justification for the violence and relatedness to the product brand appear to be important considerations when using high intensity-severe consequence comedic violence. The paper specifies conditions under which advertisers can expect to gain maximum impact when using violent humor in viral advertising campaigns.
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    Journal Title
    Journal of Advertising
    Volume
    39
    Issue
    1
    DOI
    https://doi.org/10.2753/JOA0091-3367390104
    Subject
    Marketing
    Marketing not elsewhere classified
    Tourism
    Publication URI
    http://hdl.handle.net/10072/35700
    Collection
    • Journal articles

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