The impact of comedic violence on viral advertising effectiveness

Brown, M. R., Bhadury, R. K. and Pope, N. K. Ll. (2010) The impact of comedic violence on viral advertising effectiveness. Journal of Advertising, 39 1: 49-65. doi:10.2753/JOA0091-3367390104

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Author Brown, M. R.
Bhadury, R. K.
Pope, N. K. Ll.
Title The impact of comedic violence on viral advertising effectiveness
Journal name Journal of Advertising   Check publisher's open access policy
ISSN 0091-3367
Publication date 2010-04
Year available 2010
Sub-type Article (original research)
DOI 10.2753/JOA0091-3367390104
Volume 39
Issue 1
Start page 49
End page 65
Total pages 17
Editor Marla B. Royne
Marla Royne Stafford
Place of publication Memphis, TN
Publisher M.E. Sharpe, Inc
Collection year 2011
Language eng
Subject C1
150502 Marketing Communications
910403 Marketing
Abstract The use of comedic violence in viral advertising is becoming widespread, but as yet no examination of what influence it may have on consumer response has been undertaken. Two experimental studies using a commercial panel sample investigate the effects of this executional cue on ad message involvement, brand memorability, likelihood of being passed on to third parties, and attitude formation. Results suggest that humorous ads that combine higher levels of violence intensity with more severe consequences appear to elicit greater involvement with the ad message, better retention of brand information, higher pass-along probability, and greater ad likability. Attitudes toward the brand remain unaffected. Furthermore, justification for the violence and relatedness to the product brand appear to be important considerations when using high intensity--severe consequence comedic violence. The paper specifies conditions under which advertisers can expect to gain maximum impact when using violent humor in viral advertising campaigns.
Keyword Television violence
Ad Memorability
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Faculty of Business, Economics and Law -- Publications
Official 2011 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 24 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 33 times in Scopus Article | Citations
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Created: Sun, 04 Apr 2010, 00:04:04 EST