The Influence of Humor in Radio Advertising on Program Enjoyment and Future Intent to Listen

Abstract

Research has found that humor in advertising can have effects on media evaluation. This experimental research discovers that positive effects suggested by excitation transfer and framing theories can apply specifically to radio advertising. It also extends previous research beyond the American context. Although gender sometimes leads to differences in humor appreciation, no important differences were identified in this research. Indirect links between humorous advertisements and potential audience ratings are uncovered, although direct links were not proven.