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Publication
Publicidade humorística - A influência do humor na memória
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.71 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Vende-se melhor contando uma história humorística do que
com os argumentos mais convincentes deste mundo. Quem
não gosta de uma boa anedota? Quem não fica mais bemdisposto
após uma gargalhada? De que maneira a publicidade
humorística resulta efetivamente melhor? E como? Passado
algum tempo de ter sido vista, tem mais sucesso uma
publicidade que é lembrada e o humor é a melhor forma de o
fazer. Foi esta ideia que se tentou confirmar. Fizeram-se dois
estudos, um quantitativo e outro qualitativo. No quantitativo
fez-se um inquérito online para 135 pessoas onde se analisou
quais das 14 imagens estáticas mostradas, que ficaram melhor
memorizadas pelas pessoas e ver se tinham relação com o
humor ou não. O estudo qualitativo pretendeu estudar o
mesmo, numa amostra de 50 pessoas em formato de focus
group de 5 pessoas cada um, a visualizarem 6 vídeos. Os
vídeos humorísticos revelaram-se mais fortes na lembrança
dos participantes do que os outros vídeos, enquanto que as
imagens estáticas não pareceram funcionar com tanta eficácia.
Procurou-se ainda estudar a influência de figuras públicas na
memorização das imagens estáticas ou vídeos, parecendo os
resultados apontar para uma forte relevância das figuras
portuguesas e um pouco menos significativa para as figuras
internacionais. Propõem-se estudos mais profundos e
complementares sobre estas e outras variáveis e no âmbito
desta temática.
A humorous story is a better sell than the most convincing arguments in the world. Who doesn't like a good joke? Who doesn't feel better after a good laugh? In what way does humor in advertising work effectively better? And how? After some time has passed since it is seen, it is more successful an advertisement that is remembered, and humor is the best way to do this. This was the idea that was attempted to be validated. Two studies were conducted, one quantitative and the other qualitative. In the quantitative study an online survey was made to 135 people where it was analyzed which of the 14 static images shown were best memorized by people and to see if they were related to humor or not. The qualitative study aimed to study the same, in a sample of 50 people in the form of a focus group of 5 people each, viewing 6 videos. The humorous videos proved to be more prominent in the participants' memory than the other videos, while the still images did not seem to work as effectively. It was also a goal to study the influence of public figures on the recollection of still images or videos, and the results seem to point to a strong relevance of Portuguese figures and a slightly less significant one for international figures. There are propositions for further and complementary studies on these and other variables within the scope of this theme.
A humorous story is a better sell than the most convincing arguments in the world. Who doesn't like a good joke? Who doesn't feel better after a good laugh? In what way does humor in advertising work effectively better? And how? After some time has passed since it is seen, it is more successful an advertisement that is remembered, and humor is the best way to do this. This was the idea that was attempted to be validated. Two studies were conducted, one quantitative and the other qualitative. In the quantitative study an online survey was made to 135 people where it was analyzed which of the 14 static images shown were best memorized by people and to see if they were related to humor or not. The qualitative study aimed to study the same, in a sample of 50 people in the form of a focus group of 5 people each, viewing 6 videos. The humorous videos proved to be more prominent in the participants' memory than the other videos, while the still images did not seem to work as effectively. It was also a goal to study the influence of public figures on the recollection of still images or videos, and the results seem to point to a strong relevance of Portuguese figures and a slightly less significant one for international figures. There are propositions for further and complementary studies on these and other variables within the scope of this theme.
Description
Keywords
Criação publicitária Efeitos da publicidade Tons de comunicação Publicidade humorística Memorização