PT  - JOURNAL ARTICLE
AU  - Thales S. Teixeira
AU  - Horst Stipp
TI  - Optimizing the Amount of Entertainment in Advertising
AID  - 10.2501/JAR-53-3-286-296
DP  - 2013 Sep 01
TA  - Journal of Advertising Research
PG  - 286--296
VI  - 53
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/53/3/286.short
4100  - http://www.journalofadvertisingresearch.com/content/53/3/286.full
SO  - J Advert Res2013 Sep 01; 53
AB  - 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.