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Cognitive Processing and Retrieval of Humorous Advertising Cues Synergy between Print Advertising and Packaging

Proceedings article published in 2009 by Leonidas Hatzithomas, Christina Boutsouki, Yorgos Zotos
This paper is available in a repository.
This paper is available in a repository.

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Question mark in circle
Preprint: policy unknown
Question mark in circle
Postprint: policy unknown
Question mark in circle
Published version: policy unknown

Abstract

The present paper explores the role of humorous content as advertisement and package cue, based on the “encoding specificity principle”. It discusses how the “incongruity resolution process”, the “dual coding theory” and the “picture superiority effect” influence the processing intensity and direction, and provide practical guidelines for the design and the choice of a successful ad retrieval cue. It seems that a humorous retrieval cue (a humorous picture in particular) can increase not only ad and brand specific but also overall reactions. Moreover, humorous retrieval cues seem to direct viewer’s processing to the unexpected picture, to the headline of ad and to the most relevant brand claims, increasing the recall of these creative elements. On the contrary, humorous retrieval cues do not seem to affect the recall of other pictorial ad elements that are irrelevant with humor manipulation, such as the overall setting of the ad and other secondary claims.