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Humour effects in South African advertising: "Not so funny"

"Not so funny"

Shahida Cassim
University of Kwazulu Natal
Ennis Barr Pepper iii
University of Johannesburg
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Humour effects in South African advertising: "Not so funny" . (2022). Communicare: Journal for Communication Studies in Africa, 20(1), 44-66. https://doi.org/10.36615/jcsa.v20i1.1868
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  • Submited: October 29, 2022
  • Published: October 31, 2022

Abstract

This paper develops the idea of humour as a multidimensional construct and attempts
to examine its effects when used as a strategy of advertising. A conceptualisation of
humour based on previous research is presented. The humour taxonomy is used to
categorise a sample of advertisements appearing on South African television between
1994 and 1996. The content analysis is measured for its advertising effects by correlating
the types with the noting and liking scores of South African audiences. The results
confirm that different types of humour generate different advertising effects. The
implications for practitioners and for researchers are explored.

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How to Cite
Humour effects in South African advertising: "Not so funny" . (2022). Communicare: Journal for Communication Studies in Africa, 20(1), 44-66. https://doi.org/10.36615/jcsa.v20i1.1868

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