The Impact of Comedic Violence on Viral Advertising Effectiveness

There are no files associated with this record.

Title The Impact of Comedic Violence on Viral Advertising Effectiveness
Author Brown, Mark R.; Bhadury, Roop K.; Pope, Nigel Kenneth
Journal Name Journal of Advertising
Year Published 2010
Place of publication United States
Publisher M.E. Sharpe, Inc.
Abstract The use of comedic violence in viral advertising is becoming widespread, but as yet no examination of what influence it may have on consumer response has been undertaken. Two experimental studies using a commercial panel sample investigate the effects of this executional cue on ad message involvement, brand memorability, likelihood of being passed on to third parties, and attitude formation. Results suggest that humorous ads that combine higher levels of violence intensity with more severe consequences appear to elicit greater involvement with the ad message, better retention of brand information, higher pass-along probability, and greater ad likability. Attitudes toward the brand remain unaffected. Furthermore, justification for the violence and relatedness to the product brand appear to be important considerations when using high intensity-severe consequence comedic violence. The paper specifies conditions under which advertisers can expect to gain maximum impact when using violent humor in viral advertising campaigns.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.2753/JOA0091-3367390104
Volume 39
Issue Number 1
Page from 49
Page to 56
ISSN 0091-3367
Date Accessioned 2010-12-13
Date Available 2011-01-25T02:22:04Z
Language en_AU
Faculty Griffith Business School
Subject Marketing
URI http://hdl.handle.net/10072/35700
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

Show simple item record

Griffith University copyright notice