HUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS

The usage of humor and celebrities in advertising is effective but also carries certain risks. When humor and celebrities are not used properly, brand image can be tarnished and negative consumer attitudes might arise. When high-involvement services like banks are in question, the usage of humor bec...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	Güldane ZENGİN
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	humor celebrity advertising brand attitude advertising attitude humor perception Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/e298d392def24e4ab67f2a1a4b892ba1
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:e298d392def24e4ab67f2a1a4b892ba1
record_format	dspace
spelling	oai:doaj.org-article:e298d392def24e4ab67f2a1a4b892ba12021-11-24T09:20:42ZHUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS2148-416310.9761/JASSS7442https://doaj.org/article/e298d392def24e4ab67f2a1a4b892ba12019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=1065131325_29-Dr.%20G%C3%BCldane%20Zengin.pdf&key=28633https://doaj.org/toc/2148-4163The usage of humor and celebrities in advertising is effective but also carries certain risks. When humor and celebrities are not used properly, brand image can be tarnished and negative consumer attitudes might arise. When high-involvement services like banks are in question, the usage of humor becomes even more important. A high- involvement service is expected to convey more rational messages, and the usage of humor might disrupt this thinking process. The experiment conducted questioned the participants’ attitudes toward four banks before and after exposure to these banks’ commercials, as well as attitudes toward commercials and perceived humor. Perceived attractiveness, humorousness, trust and expertise of celebrities are also studied. This study revealed that after exposure to advertising, attitudes of the participants change in the positive direction. When attitudes toward ads are high, perceived humor is also high. There is a positive correlation between the attitudes toward ads and the celebrities’ perceived attractiveness, humorousness and trust. This study also revealed that when level of perceived attractiveness is high, he can be also perceived as humorous, even if he is not a comedian. In addition, a celebrity with high level of perceived humorousness can be perceived as an expert, even if he is not so. Therefore, it can be said that choosing the most humorous or most attractive celebrities is a useful practice to enhance the attitudes toward advertising and brand. These results support the source credibility and the source attractiveness models.Güldane ZENGİNFırat Universityarticlehumorcelebrityadvertisingbrand attitudeadvertising attitudehumor perceptionSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 11, Iss 65, Pp 417-432 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	humor celebrity advertising brand attitude advertising attitude humor perception Social Sciences H Social sciences (General) H1-99
spellingShingle	humor celebrity advertising brand attitude advertising attitude humor perception Social Sciences H Social sciences (General) H1-99 Güldane ZENGİN HUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS
description	The usage of humor and celebrities in advertising is effective but also carries certain risks. When humor and celebrities are not used properly, brand image can be tarnished and negative consumer attitudes might arise. When high-involvement services like banks are in question, the usage of humor becomes even more important. A high- involvement service is expected to convey more rational messages, and the usage of humor might disrupt this thinking process. The experiment conducted questioned the participants’ attitudes toward four banks before and after exposure to these banks’ commercials, as well as attitudes toward commercials and perceived humor. Perceived attractiveness, humorousness, trust and expertise of celebrities are also studied. This study revealed that after exposure to advertising, attitudes of the participants change in the positive direction. When attitudes toward ads are high, perceived humor is also high. There is a positive correlation between the attitudes toward ads and the celebrities’ perceived attractiveness, humorousness and trust. This study also revealed that when level of perceived attractiveness is high, he can be also perceived as humorous, even if he is not a comedian. In addition, a celebrity with high level of perceived humorousness can be perceived as an expert, even if he is not so. Therefore, it can be said that choosing the most humorous or most attractive celebrities is a useful practice to enhance the attitudes toward advertising and brand. These results support the source credibility and the source attractiveness models.
format	article
author	Güldane ZENGİN
author_facet	Güldane ZENGİN
author_sort	Güldane ZENGİN
title	HUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS
title_short	HUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS
title_full	HUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS
title_fullStr	HUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS
title_full_unstemmed	HUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS
title_sort	humor and celebrity usage in commercials of banks
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/e298d392def24e4ab67f2a1a4b892ba1
work_keys_str_mv	AT guldanezengin humorandcelebrityusageincommercialsofbanks
_version_	1718415643143831552

HUMOR AND CELEBRITY USAGE IN COMMERCIALS OF BANKS

Ejemplares similares