O comportamento das diferentes gerações face a uma abordagem humorística na publicidade
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2022-09-14
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Um elemento libertador de endorfinas, o humor é inerente à condição humana, e torna-se importante estudar o tema a partir de diversos períodos históricos. O humor é utilizado em diversas situações do quotidiano, e a comunicação estratégica não é exceção. No contexto publicitário, o humor é utilizado de forma frequente, dada a sua componente de captar atenção aliada à sua capacidade de tornar um anúncio publicitário mais eficiente na mensagem que pretende transmitir, o que poderá levar a que própria marca possa também adquirir valor social e de mercado.
No presente estudo, procuraram-se estabelecer relacões entre humor e publicidade com diferentes variáveis, sendo o foco mais específico em como as diferentes gerações X, Y Z e Baby Boomers reagem à utilização do humor na publicidade, mas também a existência ou não de diferenças relativamente aos parâmetros orientação humorística, sexo, habilitações literárias e compreensão da mensagem.
Foi elaborado um estudo de natureza exploratória através da análise de 15 anúncios publicitários humorísticos, selecionados por terem sido premiados nas edições dos Prémios SAPO entre 2015 e 2020, por uma amostra de 56 indivíduos – esta obtida por conveniência, mas com ênfase dada à diversidade exata entre sexos e faixas etárias, e consequentemente gerações.
Os resultados foram inconclusivos, pois não se verificaram diferenças significativas nas interpretações dos indivíduos da amostra ao nível estatístico. No entanto, foram levantadas importantes noções teóricas e metodológicas a respeito do tema.
An endorphin-releasing element, humor is inherent to the human condition, and it is important to study the topic from different historical periods. Humor is used in many everyday situations, and strategic communication is no exception. In the advertising context, humor is frequently used, given its component of attracting attention combined with its ability to make an advertisement more efficient in the message it intends to convey, which may lead to the brand itself also acquiring social and market. In the present study, we sought to establish relationships between humor and advertising with different variables, with a more specific focus on how the different generations X, Y Z and Baby Boomers react to the use of humor in advertising, but also the existence or not of differences regarding to the parameters: humoristic orientation, sex, educational qualifications and understanding of the message. An exploratory study was conducted through the analysis of 15 humorous advertisements, selected for having been awarded in all editions of Prémios SAPO between 2015 and 2020, by a sample of 56 individuals - this one being obtained for convenience, however with emphasis given to the exact diversity between sexes and age groups, and consequently generations. The results were inconclusive, as there were no significant differences in the interpretations of the individuals in the sample at the statistical level. However, important theoretical and methodological notions on the subject were raised.
An endorphin-releasing element, humor is inherent to the human condition, and it is important to study the topic from different historical periods. Humor is used in many everyday situations, and strategic communication is no exception. In the advertising context, humor is frequently used, given its component of attracting attention combined with its ability to make an advertisement more efficient in the message it intends to convey, which may lead to the brand itself also acquiring social and market. In the present study, we sought to establish relationships between humor and advertising with different variables, with a more specific focus on how the different generations X, Y Z and Baby Boomers react to the use of humor in advertising, but also the existence or not of differences regarding to the parameters: humoristic orientation, sex, educational qualifications and understanding of the message. An exploratory study was conducted through the analysis of 15 humorous advertisements, selected for having been awarded in all editions of Prémios SAPO between 2015 and 2020, by a sample of 56 individuals - this one being obtained for convenience, however with emphasis given to the exact diversity between sexes and age groups, and consequently generations. The results were inconclusive, as there were no significant differences in the interpretations of the individuals in the sample at the statistical level. However, important theoretical and methodological notions on the subject were raised.
Descrição
Dissertação de Mestrado em Ciências da Comunicação
Palavras-chave
Humor , Publicidade