The Impact of Humorous Television Advertisement in Customer Opinion in Bahrain
This study sought to find out the role of humorous television advertising in viewer persuasion and why humour is used. Factors behind achieving effective humorous television advertisements were investigated. Questionnaires were administered to a sample of 100 and 350 respondents from advertisers and television viewers respectively. Self-selection and convenience sampling methods were used for advertisers and viewers respectively. The study revealed that advertising practitioners use humorous television advertisements because they believed it was better at achieving communication goals. Situational factors like product features, media placement as well as audience factors were very important considerations for effective humorous television advertisements. There was also a positive relation between humorous television advertisements and persuasion. However, certain conditions must be met. Practitioners must know their target audience very well to be sure if particular humour treatment will be effective or not. Objectives for any particular advertisement should be clear so as to use humorous television advertisements appropriately.