AN EVALUTION ON THE USE OF HUMOR IN PRINTED ADVERTISING TOOLS
Authors
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Özlem TEKDEMİR DÖKEROĞLU
Gazi University/TURKEY
0000-0002-2602-1059
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Armağan GÖKÇEARSLAN
Ankara Hacı Bayram Veli University/TURKEY
0000-0002-7206-7779
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611
Abstract
Today, advertisement is an important cultural factor that shapes our daily lives, as a research subject that is interesting for many individuals and social disciplines. The communication dictionary defines the advertisement as "compelling messages designed to sell a product or service". A broader definition is in the form of a public disclosure process with some means related to the availability and quality of goods and services (Mutlu, 2004, p.242). Bridging the audience and what is advertised is the most important task of the advertisement. Therefore, it is closely related with the communication. The main purpose in advertising is to attract the attention of the society or the targeted audience and increase the demand in other words.
Humor performs functions to make you smile, and have a positive effect on the target. Considering that advertising is a discipline on attracting attention, it can be concluded that the advertisements with the humor phenomenon are more remarkable. Of course, this has certain risks. "Because our aim in advertising is not to entertain, that is, to make funny. If we use humor in advertising, our aim is to create a change in attitude with a humorous effect by making use of funny elements. Otherwise, we continue to say that this advertisement is funny, but the brand is not remembered." (Fidan, 2007, p.31).
This study, “An Evaluation on of the Humor in Printed Advertising Tools” is derived from the doctoral dissertation prepared in the publication titled “Humor in Printed Advertising Media, Consumer Behaviors”. Our analysis method is based on literature survey. With this method, the element of humor in the printed advertising tools in the article was classified according to the differences of humor types. In addition, evaluations and inferences based on the literature review based on humor and target audience behaviors are included. In these evaluations, comments were made on which humor types of printed advertising media containing humor content, and the links between humorous content printed advertising slots and audience relations.
Our purposet is to contribute to the literature by creating a unique article that can be an example for researchers.
Keywords:
Advertisement Humor Printed Advertising Tool Poster Target AudienceDownloads
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