Gender effects on consumers’ attitudes toward comedic violence in advertisements

Manyiwa, Simon; Jin, Zhongqi

doi:10.1080/10496491.2020.1729314

Cited by 5 publications

(5 citation statements)

References 64 publications

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“…This is yet another limitation of the superiority theory, as evidently individuals with neither a desire for superiority over another person nor a motivation to avoid inferiority can appreciate disparaging humor and form positive attitude toward the advertised brand irrespective of the victimization focus. This finding can, also, provide an alternative reading to prior studies indicating that men enjoy more than women, comedic violence (Manyiwa & Jin, 2020) and sexual (Herzog, 1999) humorous advertisements irrespective of the victim's gender. These results for men appear to be consistent with typical gelotophiles' behavior.…”

Section: Discussionsupporting

confidence: 60%

“…Recent studies, however, highlight certain discrepancies with respect to this notion. For instance, masculine individuals seem to appreciate more an aggressive humorous ad when they are emotionally attached to the victim rather than the victimizer (Weinberger et al, 2017), and men enjoy disparaging jokes irrespectively of the victim's gender (Manyiwa & Jin, 2020). Thus, disparaging humorous advertising is a popular but also risky execution strategy (Warren & McGraw, 2016) that may result in unexpected communication outcomes (Meyer, 2000).…”

mentioning

confidence: 99%

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A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule

Hatzithomas

Voutsa

Boutsouki

et al. 2021

J of Consumer Behaviour

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The present paper adopts and substantiates a superiority-inferiority hypothesis on disparagement humor generation and appreciation. Two between-subjects (identification with a character acting as victimizer or victim) experiments address disparaging humorous advertising effectiveness, providing a novel perspective on very old questions. Perceived superiority and inferiority autonomously mediate the relationship between a disparaging advertisement and perceived humorousness. Individuals with high superiority motivation (i.e., high-katagelasticists) experience increased humorousness and an improved attitude toward the brand when they identify with a character acting as victimizer in the disparaging ad. People with a motivation to avoid inferiority (i.e., high-gelotophobes) experience reduced humorousness and lower positive attitudes toward the brand when they identify with a character who is victimized in the disparaging ad. Gelotophiles are not driven by feelings of superiority or inferiority and experience increased humorousness as well as more positive brand attitudes irrespective of the ad's victimization focus. | INTRODUCTIONA woman enjoys a Reese's Take 5 bar. Being asked by one of her colleagues, she describes the product, but to her amazement he has never heard of it. The woman scornfully asks him "have you been under a rock?" which proves to be true. As all her colleagues seem to be unaware of the well-known snack, the woman sarcastically confronts them with expressions like "were you raised by wolves?," or "you have your head stuck in the sand?" implying that the only way to not know Reese's Take 5 bar, is if these phrases are literally true.At the closing scene, an awkward looking discomfited colleague asks in resentment "none of us has heard Reese's 5, so who looks stupid now?" ending up to literally strengthen her claim.Aired in 2020, Hershey's Super Bowl commercial for Reese's Take 5, is addressing people's low awareness of the brand. Adopting a superior stance, the key character verbally abuses her colleagues for their stupid, unnatural ignorance. The creative element in the ad is disparagement humor "that disparages, belittles, debases, demeans, humiliates, or otherwise victimizes" (Zillmann, 1983, p. 85). Being often described as "idiosyncratic" humor (Weinberger, Swani, Yoon, & Gulas, 2017), it holds the capacity to instigate extreme positive and negative emotions (Weinberger & Gulas, 1992) and a feeling of superiority (Newton, Wong, & Newton, 2016). Over the past two decades, longitudinal analyses of Super Bowl humorous commercials have underlined a significant rise in the use of disparagement (Gulas,

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Section: Discussionsupporting

confidence: 60%

mentioning

confidence: 99%

A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule

Hatzithomas

Voutsa

Boutsouki

et al. 2021

J of Consumer Behaviour

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“…Men and women differ in their reactions towards advertising (Manyiwa and Jin, 2020). Karsay and Matthes (2020) research show that females are comprehensive information processors; they are able to reflect and use both subjective and objective insights (whether related to the product, brand or company attributes), and respond to the advertisements subtle.…”

Section: Advertising and Gender Perspectivesmentioning

confidence: 99%

Investigating consumers’ reactions towards female-empowerment advertising (femvertising) and female-stereotypical representations advertising (sex-appeal)

Negm

2024

JIMA

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Purpose This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents. Design/methodology/approach The quantitative research approach was used to assess the women-empowerment and gender-stereotypical advertising on consumers’ attitudes and purchase intentions, explicating the most effective approach in marketing communication in the Arab context, specifically Egypt. Administrated questionnaires were distributed online cross-gender through the use of convenience sampling. The targeted average sample size sought was minimum of 370. Once the data was acquired, partial least square path modelling of structural equation modelling was conducted to test the hypotheses. Findings Results show that male consumers and female consumers react to a certain extent differently to women-empowerment and gender-stereotypical advertisings. For instance, gender-stereotypical advertisings effect attitude for both genders; it effects male consumers’ purchase intentions, but not female consumers. Women empowerment advertising is insignificant on brand attitude and purchase intention among male consumers; among female consumers, it has significant impact on brand attitude, but not purchase intention. Nevertheless, both categories of advertising contribute to male consumers’ and female consumers’ perception and attitude towards gender role portrayal. Originality/value This study provides noteworthy insights and perspectives on women-empowerment (Femvertising) and gender-stereotypical advertising effects on cross-gender consumers in the Arab region (a region of strong masculine culture values). The emerged conclusions aid as a reference and guide for scholars and practitioners to develop effective advertising that create prospect depictions and build inspired female customer base.

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“…In recent times, humour has been one of the most frequently used communication strategies in advertising (Bankole & Odji, 2017; Manyiwa & Jin, 2020). According to Weinberger and Gulas (2019) and Eisend (2018), about 30% of radio advertisements, 27% of T.V.…”

Section: Humour In Advertisingmentioning

confidence: 99%

Contemporary Issues on Usage of Humour and Drama Advertising Appeals in Television Advertising in Nigeria: A Conceptual Review

Kolade¹,

Oladipo²

2022

IJRISS

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Humour and drama appeals have become one of the most widely employed communication tactics in advertising; yet, our understanding of this advertising genre’s challenges still needs to be updated, as most of the literature on the subject, particularly drama, needs to be updated. In the meantime, concerns about their effectiveness continue to arise. Concepts, methods, models, types, and elements of humour and drama were examined through conceptual review. Premised on the Elaboration Likelihood Model of Persuasion (ELM) theory, which explains how persuasion occurs and the strength of attitudes formed as a result of those processes, the paper concludes that while humour and drama are not a guarantee of better ads, their impact can be enhanced with careful consideration of the goals, audience, and situation. In addition, since this paper is only a conceptual review, it is anticipated that it will contribute to a further explanation of humour and drama and their mediating role in the relationship between advertising appeals and consumer intention. This may then be further investigated to yield empirical findings about the dynamic nature of these advertising genres

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Gender effects on consumers’ attitudes toward comedic violence in advertisements

Cited by 5 publications

References 64 publications

A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule

A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule

Investigating consumers’ reactions towards female-empowerment advertising (femvertising) and female-stereotypical representations advertising (sex-appeal)

Contemporary Issues on Usage of Humour and Drama Advertising Appeals in Television Advertising in Nigeria: A Conceptual Review

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