Humor in der Werbung. Chancen und Risiken

Erbeldinger, Harald; Kochhan, Christoph

doi:10.1007/978-3-322-83294-8_8

Cited by 4 publications

(3 citation statements)

References 39 publications

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“…The impact of humor in advertising is more controversial. It can trigger attention by resolving an incongruence or tension (Erbeldinger & Kochhan, 1998). For less involved individuals in particular, the use of humor awakens interest in a topic, and the resulting positive mood engendered can also have a positive effect on the acceptance of campaign messages.…”

Section: Impact Dimensionmentioning

confidence: 99%

“…Moreover, it can also help to ensure that the content of the message is remembered with greater accuracy (Zinkhan & Gelb, 1990). However, humor is associated with a number of disadvantages: It is only effective if it is truly surprising (Erbeldinger & Kochhan, 1998) and it must be relevant to the issue (Neumann, 2013). Problems can arise if the actual message is no longer taken seriously or if the humor is not understood by the target group (Mukherjee & Dubé, 2012).…”

Section: Impact Dimensionmentioning

confidence: 99%

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Finding One’s Way on the Roads to Social Change

Kammer

Niessen

Schmid

et al. 2016

Social Marketing Quarterly

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Many theories and models attempt to explain the mechanisms underlying human behavior. In order to maintain an overview of the many aspects involved in communication campaigns, social marketing, and behavior change, the Swiss Federal Office for Public Health has created a metamodel of the impact of its campaigns. This metamodel does not claim to contribute any new findings to behavioral research. Its purpose is primarily to summarize the current state of research in the field in a comprehensive and comprehensible way, with reference to a range of relevant communications, social marketing, and behavior change theories. Dimensions addressed include strategy, processes, and impact, with the final dimension demonstrating the possible ranges of impact from individual to societal and from information to behavior. Social marketers and campaign planners may find this model useful as a planning and evaluation tool for campaigns, programs, or interventions that seek to increase awareness or change behavior. Its focus lies on communication campaigns, while also indicating the limits of campaign efficacy. It makes it clear that campaigns are most effective at the early stages of the behavioral change process, such as capturing attention, while other interventions are more effective at later stages.

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Section: Impact Dimensionmentioning

confidence: 99%

Section: Impact Dimensionmentioning

confidence: 99%

Finding One’s Way on the Roads to Social Change

Kammer

Niessen

Schmid

et al. 2016

Social Marketing Quarterly

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show abstract

“…Hillenbach 1996;Kübler 2000;Lambernd 1998, 81 ff. ;Pätzold/Röper 1999;Strasser/Graf 2000) und eine verstärkte Verwendung humoristischer Elemente in anderen medialen Genres (in der Werbung: Erbeldinger/Kochhan 1998;im Film: Goldstein 1994) konstatiert. Qualitativ wird bemerkt, dass Humorkommunikation penetranter, aggressiver und respektloser geworden sei: "Kaum ein Tabu bleibt unverschont, sei es religiöser, politischer, moralischer oder erotischer Natur.…”

Section: Introductionunclassified

Aggressiver Humor in den Medien – am Beispiel der Fernseh-Comedy-Show „TV total“

Schmidt¹

2002

M&K

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Stefan Raabs Comedy-Show "TV total" gilt als prototypisches Beispiel neuerer Entwicklungen in der deutschen Fernsehunterhaltung. Die Sendung avancierte zum Sinnbild respektloser Provokationen und einzigartiger Konfrontationen zwischen dem Moderator und seinen Gästen. Während sie Kritiker als niveaulosen, zotigen und krampfhaft um Komik bemühten Klamauk abtun, loben Befürworter ihren tabulosen Umgang mit der Fernsehrealität und deren Protagonisten. Der vorliegende Beitrag versucht auf der Basis einer analytischen Betrachtung einzelner Sendungselemente, typische Merkmale herauszuarbeiten, um das spezifische Format der Sendung zu bestimmen. In einer folgenden mikroanalytisch-gesprächslinguistischen Analyse des Umgangs Raabs mit seinen Gästen werden zentrale Strategien der Generierung von Komik aufgezeigt. Es wird argumentiert, dass die Sendung "TV total" vor allem auf die künstliche Erzeugung unfreiwilliger Komik als Attraktionsstrategie setzt.

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Wirkung von Humor in der Werbung

Ryffel¹

2015

Handbuch Werbeforschung

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Humor in der Werbung. Chancen und Risiken

Cited by 4 publications

References 39 publications

Finding One’s Way on the Roads to Social Change

Finding One’s Way on the Roads to Social Change

Aggressiver Humor in den Medien – am Beispiel der Fernseh-Comedy-Show „TV total“

Wirkung von Humor in der Werbung

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