RT Journal Article
SR Electronic
T1 What Makes People “Like” Comedic-Violence Advertisements?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 217
OP 232
DO 10.2501/JAR-54-2-217-232
VO 54
IS 2
A1 Yeuseung Kim
A1 Hye Jin Yoon
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/2/217.abstract
AB Comedic-violence—violence depicted humorously—in advertising is growing and seems to be making a connection with certain audiences. Yet, the determining factors that affect responses to this type of appeal are unknown. To address this gap, a survey of 423 U.S. adult Internet users was conducted to test the key factors that predict attitudes toward and sharing intention for comedic-violence advertisements: demographic (gender and age);personality (arousal-seeking tendency and normative belief about violence in advertising); andmessage-perception (perceived humor and perceived violence).While perceived humor is the key, results further shed light on the characteristics of people who are likely to enjoy and share such advertisements.