The Effectiveness of Funny Ads: What A Laugh! (Chapter 17)

The funny thing about funny ads is that not everyone finds them humorous because what is funny to one person can be uninteresting or even irritating to another.  The key to achieving humor in an ad is incongruity, which is defined as something that does not seem to fit with or be appropriate to its […]

Continuous Tracking: Are You Being Followed? (Chapter 13)

Advertisers use different methods of research to determine whether or not their ads are effective.  One of the most cost effective methods is continuous monitoring.  This method is also very effective for tracking their competitor’s activities as well.   Continuous monitoring is achieved by conducting weekly surveys, which provide advertisers with information about consumer behavior.  This […]

The Advertising Message: Oblique and Indirect (Chapter 5)

Advertising doesn’t always rely on direct information messages. Indirect or oblique forms of communication can register a point with more impact than literal messages. Such indirect or oblique ads often rely on powerful images to make a statement. These ads are missing the sense that someone is trying to tell you something, however this does […]

Buy, Buy, Buy (Drowning in ads)

Everyday, as consumers, we are bombarded and surrounded by advertisements telling us to buy a product or use a product or endorse a cause or care about this issue or feel this way and it can really be overwhelming. Everyday, as students studying the art of communication, we are bombarded by those same ads and the […]