or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Motor and auto
Household and domestic
Department of Health
California Department of Health Services
Int. Journal of Advertising
Journal of Advertising Research
Date: newest first
Date: oldest first
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
Animal distraction: Geico's disruption of automotive insurance advertising using lizards, cavemen and pigs
Geoffrey Precourt, Event Reports, 4A's Transformation, March 2013
This report from the 4As's Transformation annual conference describes the genesis and subsequent iterations of the widely-celebrated series of humorous commercials that have been the advertising hallmark of Geico, the US automotive insurer.
This report from the 4As's Transformation annual conference describes the genesis and subsequent iterations of the widely-celebrated series of humorous commercials that have been the advertising hallmark of Geico, the US automotive insurer. The idea for the first commercial, featuring a gecko, stemmed from an incidental sketch in 1999 following focus group findings that many consumers mispronounced the company's name. This has since spawned creative treatments involving characters such as cavemen and pigs. Geico's irreverent approach in a low-interest category has grown its market share from 2% to 12% since the first commercial, prompted competitors to adopt similar creative strategies and led to a big increase in adspend within the automotive insurance sector.
The 11th Annual ANA Multicultural Excellence Awards
Todd Wilkinson, ANA Magazine, December 2011, pp. 10-16
Case studies from three of the winners at the 11th ANA Multicultural Excellence Awards. Scotts Miracle-Gro reached Hispanic consumers with its Ortho brand pest control products, which used comedy to focus on infestation prevention.
Case studies from three of the winners at the 11th ANA Multicultural Excellence Awards. Scotts Miracle-Gro reached Hispanic consumers with its Ortho brand pest control products, which used comedy to focus on infestation prevention. The creative work coincided with the development of a Spanish version of the Ortho Home Defense website and fueld 30 to 40 percent growth in unit sales. The California Tobacco Control Program reached Asian audiences by portraying children eating meals of cigarette butts to force viewers to think about secondhand smoke effects on children. Insurance company, Allstate undertook a creative strategy dedicated to the LGBT community to highlight its equal treatment in an approachable manner.
'That was funny, but what was the brand again?': Humorous television commercials and brand linkage
Paul van Kuilenburg, Menno D.T. de Jong and Thomas J.L. van Rompay, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 795-814
This study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage.
This study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage. The research design combined a content analysis of humour characteristics in commercials and a field study among consumers. In the field study, participants were exposed to existing commercials with obscured brand names and asked to reproduce the brand names. Results showed an interaction effect between the two humour characteristics: brand-related humour led to stronger brand linkage than unrelated humour, but this effect was found only for complex humour. The implications of these findings for the practice of advertising are discussed.
What's So Funny? The Use of Humor in Magazine Advertising in the United States, China and France
Michel Laroche, Marcelo Vinhal Nepomuceno, Liang Huang and Marie-Odile Richard, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 404-416
The literature includes extensive research on the role of humor in advertising. Few studies, however, have compared how humor in advertising is used in different countries.
The literature includes extensive research on the role of humor in advertising. Few studies, however, have compared how humor in advertising is used in different countries. Using content analysis, this article compares the use of humor in the United States, China, and France to provide answers and justifications to three questions: Is the frequency of humor in magazine advertising different for each country? Is the use of humor according to the type of product different for each country? Is the use of humor for luxury and personal products different for each country? The authors’ findings indicate significant differences in the use of humor among the three countries in terms of: frequency of use, types of products, and luxury versus personal products. The findings have important implications for international advertisers.
Ad Bites: Toward a Theory of Ironic Advertising
Ekin Pehlivan, Pierre Berthon and Leyland Pitt, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 417-426
Irony is employed to add edge or bite to advertising—to make it stand out. Yet the irony of ironic advertising is that it is used but not thoroughly understood; practiced but not well researched.
Irony is employed to add edge or bite to advertising—to make it stand out. Yet the irony of ironic advertising is that it is used but not thoroughly understood; practiced but not well researched. In this study, the authors set out to remedy this failing by laying the foundations of research into ironic advertising. Specifically, they define a construct and then develop a theory that explains how ironic advertising works. From this, they develop a series of propositions that specify how a message and its interpretation interact to determine the relative efficacy of an ironic communication. The article then outlines a research agenda and concludes by specifying the contribution of the theory to practitioners and researchers.
Heard the ones about good comedians and behavioural economics?
Rory Sutherland, Market Leader, Quarter 2, 2011, pp. 58-58
Following Rory Sutherland's reading of How I Escaped My Certain Fate by the comedian Stewart Lee, he considers how, like humour, advertising is something that can only be judged behaviourally.
Following Rory Sutherland's reading of How I Escaped My Certain Fate by the comedian Stewart Lee, he considers how, like humour, advertising is something that can only be judged behaviourally. A joke results in a human response a laugh or smile which is, in many ways, involuntary. Most likely the audience cannot explain why they are laughing. The mistake of many conventional marketers is to require of any communication that the audience can explain how it works before it can be considered effective. He suggests that both behavioural economists and good comedians should be hired for NPD projects.
The multidimensional nature and brand impact of user-generated ad parodies in social media
Bruce G. Vanden Bergh, Mira Lee, Elizabeth T. Quilliam and Thomas Hove, International Journal of Advertising, Vol. 30, No. 1, 2011, pp. 103-131
What is the impact of ad parodies on the brands they spoof? This question arises from the recent confluence of heightening comedic interest in parodying advertising and the growing trend of amateurs creating their own ad parodies in social media.
What is the impact of ad parodies on the brands they spoof? This question arises from the recent confluence of heightening comedic interest in parodying advertising and the growing trend of amateurs creating their own ad parodies in social media. This article reports on a multi-phase study investigating the key dimensions of ad parodies and how they influence brand attitudes, attitudes towards the parodies, and intention to pass along the parodies. Four primary dimensions of ad parodies were discovered: humour, truth, mockery and offensiveness. Humour and truth were positively related to attitudes towards the parodies and intention to pass them along, while offensiveness was negatively related to attitudes towards the parodies. However, the dimensions of ad parodies had no impact on brand attitudes. The results demonstrate that, although advertisers should be aware of this trend, they can take comfort in consumers' ability to distinguish between brand messages and entertainment.
How consumer meterogeneity muddles the international advertising debate
Scott Koslow and Carolyn Costley, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 221-244
Standardisation versus localisation is an enduring topic in international advertising. The generalisability of research on the topic is another issue.
Standardisation versus localisation is an enduring topic in international advertising. The generalisability of research on the topic is another issue. We address the second issue and in the process shed light on the first. Multifacet analysis on an international advertising data set indicated that individuals within countries accounted for much more variance than countries could account for. This portends that researchers should generalise with caution. It further suggests that some form of standardisation may be appropriate more often than is currently considered. Both between and within-country heterogeneity should influence international advertising strategies.
Why Do Advertisers Use Puns? A Linguistic Perspective
Elmira Djararova, Journal of Advertising Research, Vol. 48, No. 2, June 2008, pp. 267-275
This article explores the role and interpretation processes of puns in print advertising. The function of punning (wordplay) in advertising varies from double meanings to humorous effects.
This article explores the role and interpretation processes of puns in print advertising. The function of punning (wordplay) in advertising varies from double meanings to humorous effects. Textual analysis based on a pragmatic approach (branch of linguistics) demonstrates how advertisements with the use of punning can be interpreted within the context. A combination of qualitative content analysis and pragmatics reveals that the ambiguous meanings of puns can be interpreted by the audience according to their background and inferential knowledge. This article contributes to the theoretical knowledge of advertising and its creativity by applying the linguistic approach to this research area. This study attempts to show how texts can reveal some interesting and important issues within advertising communication, which in its turn can generate some further discussions.
YOU ARE IN THE WARC INDEX:
Humour and jokes
Advertorials and infomercials
Age and sexual stereotyping
Celebrities and endorsement
Copywriting and slogans
Creativity and research
Imagery and art direction
Music and sound
User generated content
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc