What Makes People “Like” Comedic-Violence Advertisements? A Model for Predicting Attitude and Sharing Intention
Yeuseung Kim
DePaul University
Hye Jin Yoon
Southern Methodist University
Management slant
- For best results with comedic-violence appeals, advertisers should focus on developing campaigns that are high in perceived humor. Although violence can be used to increase arousal, humor should be the central focus.
- As there is a negative influence of perceived violence on ad attitude, a careful testing of the violence component is extremely important; depicting intense violence might be a risky choice.
- Targeting is essential with comedic-violence advertisements. For example, the younger demographic is...