Author(s): Bernadett BOROS, Árpád Ferenc PAPP-VÁRY

Title: HUMOR A REKLÁMBAN, AVAGY MENNYIRE HATÁSOSAK AZ ALDI ÉS A MEDIA MARKT SZÓVICCEI

Source: F. Filip, Zs. Gódány, Š. Gubo, E. Korcsmáros, S. Tóbiás Kosár, T. Zsigmond (eds.): 16th International Conference of J. Selye University. Sections of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-509-3

DOI: https://doi.org/10.36007/5093.2024.53

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2024, 53-70

Published on-line: 2024

Language: hu

Abstract: has long been known that one of the best attention-grabbing tools in advertising is humor. It's no coincidence that more and more brands are using humor, both offline and online. However, there is surprisingly little information about the impact and effectiveness of humorous advertisements. In the online environment, particularly on social media, it is possible to examine specific numbers to determine how popular a given ad was, how many people viewed it, what reactions it elicited, how many people liked it, left other emojis, commented on it, or shared it. In our study, we chose two brands that use humor, specifically puns and wordplay, on Facebook: Aldi and MediaMarkt. Since only a portion of their content employs this approach, it also allows for a comparison of how humorous, pun-filled ads perform compared to their classic content.

Keywords: Humor, advertising, wordplay, pun, impact, effectiveness, marketing

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