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Humor in advertising
2005 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Every day people are exposed to a large number of television advertisements. There are thousands of products on the market and it would be interesting to find out why we respond to certain advertisements and not to others. The purpose of this study is to provide a better understanding of humor in Swedish television advertising. Research questions looked both at how different types of humor are used and what the benefits of humor in advertising are. A qualitative, single case study was used in collecting data through a single focus group interview followed by some one-on-one interviews. The results show that there are different types of humor and different products that are more or less appropriate for television advertising. The results also show that there are some big benefits with using humor in television advertising, but there are some considerations that have to be thought of as well.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, humor, television advertising
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-53761ISRN: LTU-SHU-EX--05/186--SELocal ID: ac3cc4c9-ca8f-495e-90e5-49cc00f64d18OAI: diva2:1027137
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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