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Publication
Humor na publicidade: impacto na atenção e afeição do consumidor
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Abstract(s)
A publicidade é uma componente omnipresente da cultura de consumo moderna com o objetivo de informar, entreter e persuadir. Neste cenário cada vez mais dinâmico e competitivo, é crucial arranjar novas estratégias para captar a atenção do público e promover o envolvimento do consumidor. Uma das estratégias mais utilizadas para atingir estes objetivos é a aplicação de humor nos anúncios publicitários. É necessário entender o que é publicidade no geral e verificar se o humor realmente facilita a captação da atenção e o melhoramento da ligação entre o consumidor e a marca. Sendo este o objetivo, como metodologia de investigação, optou-se por um estudo qualitativo através de entrevistas individuais a dez indivíduos com idades compreendidas entre os 21 e os 27 anos de idade. Tal como a maioria dos estudos anteriormente realizados, a opinião de que o humor cria anúncios publicitários que aumentam o nível de atenção e afeição por parte do público, está de acordo com os resultados desta dissertação. Isto prova que o humor é indispensável no panorama da publicidade.
Advertising is an omnipresent component of modern consumer culture with the aim of informing, entertaining and persuading. In this increasingly dynamic and competitive scenario, it is crucial to come up with new strategies to capture the public's attention and promote consumer engagement. One of the most widely used strategies to achieve these goals is the use of humor in advertisements. It is necessary to understand what advertising is and verify whether humor really does help to capture attention and improve the connection between the consumer and the brand. This being the objective, the research methodology was a qualitative study using individual interviews with ten individuals aged between 21 and 27. As with the majority of studies previously carried out, the opinion that humor creates advertisements that increase the level of attention and affection on the part of the public is in line with the results of this dissertation. This proves that humor is indispensable in the advertising landscape.
Advertising is an omnipresent component of modern consumer culture with the aim of informing, entertaining and persuading. In this increasingly dynamic and competitive scenario, it is crucial to come up with new strategies to capture the public's attention and promote consumer engagement. One of the most widely used strategies to achieve these goals is the use of humor in advertisements. It is necessary to understand what advertising is and verify whether humor really does help to capture attention and improve the connection between the consumer and the brand. This being the objective, the research methodology was a qualitative study using individual interviews with ten individuals aged between 21 and 27. As with the majority of studies previously carried out, the opinion that humor creates advertisements that increase the level of attention and affection on the part of the public is in line with the results of this dissertation. This proves that humor is indispensable in the advertising landscape.
Description
Keywords
Humor Publicidade Atenção Afeição