Pages: (83-102 )
Abstract
Humour and drama appeals have become one of the most
widely employed communication tactics in advertising; yet,
our understanding of this advertising genre's challenges has
not been updated, as most of the literature on the subject,
particularly drama, is outdated. In the meantime, concerns
about their effectiveness continue to arise. Concepts,
methods, models, types, and elements of humour and drama
were examined through conceptual review. Premised on the
Elaboration Likelihood Model of Persuasion (ELM) theory,
which explains how persuasion occurs and the strength of
attitudes formed as a result of those processes, the paper
concludes that while humour and drama are not a guarantee of
better ads, their impact can be enhanced with careful
consideration of the goals, audience, and situation.
Keywords: Humour Appeal, Drama Appeal, Television Commercial, Contemporary Issues,