Women's perception of humor in TV advertising and its effect on recall
DOI:
https://doi.org/10.15665/encuen.v19i02.2378Keywords:
Humor, advertising, perception, woman, remembrance.Abstract
This article analyzes women's perception of humor in television advertising messages, emphasizing aspects such as remembrance, perceived humor, use of humor and elements associated with that remembrance. For this, a descriptive approach was used with an online questionnaire that collected the perception of 81 women about mentioned aspects. One of the most relevant findings is that there is a relationship between humour and remembrance and that there is greater remembrance when the woman is represented in the content of the advertising message.
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