Volume 8 Issue 4-1 - August 2017

  • 1. A comparative assessment of the effectiveness of humorous contents in television advertisements: the nigerian context

    Authors : E. Bankole Oladumiye, Odji Ebenezer

    Pages : 168-174

    DOI : http://dx.doi.org/10.21172/1.841.29

    Keywords : Advertisement, Humour, Communication, Culture, Assessment

    Abstract :

    - Humour has over time come to take its place in the Nigerian television advertising industry. Although a considerable volume of research has been conducted in the field of advertising humour in different parts of the world, however, little or no research on how humorous content can be effective across varying cultural contexts has been conducted. Adopting a slightly modified form of the Attention-Interest-Desire-Action model (AIDA) of measuring advertising effectiveness, a sample size of three hundred and ninety-eight (398) respondents was taken in Lagos, Nigeria with valid responses of three hundred and sixty-two (362) participants. Following two hypotheses testing, the study showed a significant relationship between humour and interest or desire-arousal and recall effectiveness of television advertisements respectively. The study revealed that Humorous TV adverts are perceived to be more effective over non- humorous TV adverts with respect to attention, interest/desire and action for recall-induction and effective product communication with exception to message-clarity. The study revealed that humour, with respect to Nigerian culture versus other cultures, has similar significant effect on the effectiveness of television advertisement.

    Citing this Journal Article :

    E. Bankole Oladumiye, Odji Ebenezer, "A comparative assessment of the effectiveness of humorous contents in television advertisements: the nigerian context", https://www.ijltet.org/journal_details.php?id=920&j_id=3938, Volume 8 Issue 4-1 - August 2017, 168-174, #ijltetorg