TY - JOUR T1 - Optimizing the Amount of Entertainment in Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 286 LP - 296 DO - 10.2501/JAR-53-3-286-296 VL - 53 IS - 3 AU - Thales S. Teixeira AU - Horst Stipp Y1 - 2013/09/01 UR - http://www.journalofadvertisingresearch.com/content/53/3/286.abstract N2 - 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. ER -