Article | Journal of Advertising Research | 2013

Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?

by Thales S. Teixeira and Horst Stipp

Abstract

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.

Keywords: advertising; advertising content; entertainment; face perception; Advertising; Online Advertising; Television Entertainment; Consumer Products Industry; Food and Beverage Industry;

Citation:

Teixeira, Thales S., and Horst Stipp. "Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?" Journal of Advertising Research 53, no. 3 (September 2013): 286–296.