Case

The impact of comedic force play on viral advertising effectiveness The expend of humor in advertising can enhance worry and increase likability, recognition, and recall (Spotts, Weinberger, and Parsons 1997; Stewart and Furse 1986; Weinberger and Gulas 1992; Weinberger et al. 1995). Some estimates suggest that one in five television ads attempts to elicit a humorous response (Alden, Hoyer, and Lee 1993; Weinberger and Spotts 1989). Though not as common, violence has as well been used as an advertising appeal, with studies suggesting that it can enhance vigilance and memory but risks creating a negative evaluation of the advertisement (Andersson et al. 2004; Gunter, Tohala, and Furnham 2001). Much of the violent content in advertising is itself imbed in humor, which may explain why so a couple of(prenominal) studies of violent appeals have been conducted--they generally fall under the colour of humorous advertising. For example, 12 of the 2007 Super Bowl ads contained violence pictured in a humorous manner. Comedic violence, or the depiction of violence in ways that are humorous, is common in media computer programing (McIntosh et al. 2003). It is a subtype of aggressive humor, defined as the hostile aim to ridicule, deprecate, or injure (Hetherington and Wray 1966).

Aggressive humor does not subscribe to the explicit or even implied presence of violence to be aggressive. However, comedic violence is a form of aggressive humor that relies on actual or threatened physical harm for its humorous properties. One medium that is often used for transmitting ads containing comedic violence--often of a more extreme nature than in traditional media--is viral advertising via the net (Stone 2006). Viral advertising is unpaid peer-to-peer communicating of provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others (Porter and Golan 2005). Porter and Golan (2005) report that significantly more viral ads use... If you want to get a full essay, order it on our website: Orderessay

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