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Ambient Media in the View of the General Public and Their Relation to this Communication Form Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Humour—The Strongest Emotional Appeal in Advertising

Author : Pavel Horňák

Published in: Strategic Innovative Marketing

Publisher: Springer International Publishing

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Abstract

Humour, along with erotic, sex and fear belongs to the strongest emotional appeals in advertising. Inconsistency—departure from the standard, moments of surprise, in connection with kindness (perhaps even the satirical form), with intellectual humour, but in the first place in the connection with necessary creativity and originality, I consider to be the fundamental characteristics of humour. It is necessary to use humour in advertising in the context with objective and focus group of advertising.

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Footnotes
1
Czechoslovakia split up to two individual republics (Czech Republic and Slovak Republic) in 1993.
 
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Metadata
Title
Humour—The Strongest Emotional Appeal in Advertising
Author
Pavel Horňák
Copyright Year
2017
Book
Strategic Innovative Marketing

Print ISBN: 978-3-319-33863-7

Electronic ISBN: 978-3-319-33865-1

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-33865-1_33

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