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Introduction
Emotion, sex, and humor are three well-established and frequently used formulas in advertising communication, though some may argue they are overused.
A quick look at any advertising platform reveals that most ads aim for effectiveness by combining these elements.
This report focuses on academic theories published between 2016 and 2020, a period that lacks widely recognized communication theories.
However, the author found these three concepts particularly interesting to explore and evaluate.
By analyzing three recent relevant ads, this report will delve deeper into how emotion, sex, and humor continue to shape advertising strategies.
Emotion and Advertising Effectiveness:
A Novel Facial Expression Analysis Approach" by Nicolas Hamelin, Othmane El Moujahid, and Park Thaichon, was published in the Journal of Retailing and Consumer Services (2017, Vol. 36, pp. 103–111).
When Sex and Romance Conflict
The Effect of Sexual Imagery in Advertising on Preference for Romantically Linked Products and Services" by Jingjing Ma and David Gal, appeared in the Journal of Marketing Research (August 2016, Vol. LIII, pp. 479–496).
Being Funny is Not Enough
The Influence of Perceived Humor and Negative Emotional Reactions on Brand Attitudes" by Caleb Warren,
Erin Percival Carter, and A. Peter McGraw, was published in the International Journal of Advertising (June 2019, Vol. 38:7, pp. 1025-1045).
Humor should not only entertain but also effectively capture attention.
Advertisers need a risk calculation tool for using humor. Humor’s impact is highly culture-specific.
Example: Evaluating Humour in Ads Australian Lamb’s 2017 ad, featuring a diverse pantheon in a humorous setting, was criticized for insensitivity towards the Hindu community.
This shows the risk of humor in advertising, especially when dealing with sensitive subjects.
On the other hand, KFC’s 2019 Mother’s Day ad is a humorous success, though it would be controversial in more conservative markets like India.
Conclusion
Emotion, sex, and humor are not independent tools in advertising. Successful campaigns find a balance tailored to the target audience.
Empathy-driven strategies can help advertisers identify and explore the sweet spot between tearjerker and touching, raunchy and sensual, or ridiculing and humorous.
References
AD LOT. FILIPPA HAMILTON-PALMSTIERNA RALPH LAUREN ADS.
Retrieved from worthpoint.com Australian Lamb, 2017.
Retrieved from YouTube Warren, C., Carter, E., & McGraw, A.P. (2019). Being Funny is Not Enough: The Influence of Perceived Humor and Negative Emotional Reactions on Brand Attitudes. International Journal of Advertising, 38(7), 1025-1045. doi:10.1080/02650487.2019.1620090 De Beers.
How the slogan of the century changed the diamond industry.
Retrieved from debeersgroup.com Hamelin, N., Moujahid, O., & Thaichon, P. (2017).
Emotion and Advertising Effectiveness: A Novel Facial Expression Analysis Approach. Journal of Retailing and Consumer Services, 36(C), 103-111. LJ Hooker.
Retrieved from ljhooker.com.au KFC Chickendale Mother’s Day Performance.
Retrieved from YouTube Ma, J., & Gal, D. (2016). When Sex and Romance Conflict: The Effect of Sexual Imagery in Advertising on Preference for Romantically Linked Products and Services. Journal of Marketing Research, 53(4), 479-496. Makers of Ganesha lamb ad apologize to complainant.
Retrieved from sbs.com.au Oster, E. Unruly ranks Google tearjerker ‘Loretta’ as the most effective ad of Super Bowl 2020.
Retrieved from adweek.com Valisky, J. Google's Super Bowl ad: People shed tears for 'Loretta'. Retrieved from cnn.com World’s Dirtiest Ad by Pornhub. Retrieved from YouTub
Bibliography
Ambrus, A., Calvano, E., & Reisinger, M. (2016). Either or Both Competition: A 'Two-Sided' Theory of Advertising with Overlapping Viewerships.
American Economic Journal: Microeconomics, 8(3), 189-222. De la Hera, T. (2019).
Digital Games and the Advertising Landscape: An Introduction.
In Digital Gaming and the Advertising Landscape (pp. 15-24).
Amsterdam: Amsterdam University Press. Eisen, M. (2018).
Explaining the use and effects of humor in advertising: An evolutionary perspective.
International Journal of Advertising, 37(4), 526-547.
Huang, Y. (2019). Hyperboles in advertising: A serial mediation of incongruity and humor.
International Journal of Advertising, 1-19. Leung Luk, C., Chow, C., Wan, W., Lai, J., Fu, I., & Fong, C. (2017).
An institutional perspective on modernization and sex-appeal advertising.
Asia Pacific Journal of Marketing and Logistics, 29(2), 220-238. O'Barr, W. (2011).
Sex and Advertising.
Advertising & Society Review, 12(2). Parker, E. (2007).
Does sex sell? The effect of sexual program content on the recall of sexual and non-sexual advertisements.
Applied Cognitive Psychology, 21(9), 1217-1228. Rapuano, K.M. (2018).
Marketing to the Adolescent Brain: Neurobiological Vulnerability to Naturalistic Reward Cues Influences Health-Risk Outcomes in Youth.
Dartmouth College. Weinberger, M., & Gulas, C. (2019). You Must Be Joking: An Introduction to the Special Issue on the Use of Humor in Advertising.
International Journal of Advertising, 38(7), 909-910.
Windels, K. (2019). Bridging Advertising Practitioner Theories and Academic Theories on How to Communicate Effectively with Men and Women.
Qualitative Market Research: An International Journal, 22(3), 325-343.
