Humor Forced in Advertisement, Research Paper Example

The idea that advertisements use humor in order to promote products is commonly understood. What is less understood is the way that advertisers utilize deep-seated psychological and emotional responses in viewers in order to create identification with brands and goods. Research that centers on understanding the way humor is used in advertising must include a summary of the role that humor plays in cultural and interpersonal psychologically and, most importantly of all, idea of social and self-acceptance. By substantiating the proposition that humor is used as both a form of cultural acceptance and a form of cultural rejection, it is possible to show precisely how advertisers prey on this human response for material profit. Whether or not such actions are moral is a separate question from whether or not they are effective.

While it may be impractical to demonstrate conclusively that humorous advertisements are, in fact, effective overall, it is certainly practical and possible to examine concrete examples of ads, and even entire ad campaigns that use humor to create audience identification. My research paper will include reference to both the aforementioned psychological theories about the nature of humor itself and specific examples of humorous ads to show the way that ads use humor to reinforce cultural norms and conformity by associating self-acceptance and cultural acceptance with products. One of the secondary conclusions that will be supported is that ads of this nature may have as much an impact on shaping self-perceptions as in creating brand interest.