The Influence of Commercial Humor on Program Enjoyment and Evaluation

Abstract

The theory of excitation transfer has been used to explain why residual stimulation from a program can heighten response to commercials aired within the program. This research examines the reverse phenomenon with commercial humor levels affecting the program. Higher humor levels in otherwise identical commercials were shown to enhance viewer enjoyment of humorous television programs in a 2 × 2 × 2 experimental design. Programs were rated on a composite measure labeled “program entertainment value.”

Commercial Humor Enhancement of Program Enjoyment: Gender and Program Appeal As Mitigating Factors

“…As Finn and Hickson (1986) suggested and Perry et al (1997) found, commercial enjoyment may also be misattributed to the program and enhance program liking. Therefore, this study will extend this line of research and examine whether higher humor levels in regularly seen commercials can increase enjoyment of a television program.…”

“…Humorous topics of relevance to women and humor delivered by female comics have also led to higher humor ratings by women (Gallivan, 1997). Perry et al (1997) found no gender differences when evaluating the effect of varied levels of commercial humor program enjoyment.…”

“…Mattes and Cantor (1982) found that a highly arousing film segment led viewers to rate commercials aired 2½ to 4 minutes later as more effective and enjoyable than the same commercials seen after low arousal stimulus. COMMERCIAL HUMOR INFLUENCE Perry et al (1997) supported excitation transfer effects going in the opposite direction from commercial to program.…”

“…No additional control group was used because the absence of commercials either introduced an uncontrolled time element or maintained equal time with a blank screen for 6 minutes of the program. A blank screen is not equivalent to the presence of commercials (for further discussion of using a control group, see Perry et al, 1997).…”

“…They should follow the same mood so that an easy listening station has subdued announcements whereas a station featuring contemporary hits airs ads that are more hyped up (Keith, 1984;Keith & Krause, 1989). Perry et al's (1997) recent research provided the first look at commercial influence on the enjoyment of humorous television programming. Their research examined how humor levels in commercials influenced two different types of humorous programming: stand-up comedy and a talk show.…”