Advertising Styles’ Impact on Attention in Pakistan

Abstract

The topic was selected after giving consideration to the modern environment and the use of media by advertisers for attention purposes of their products. It was also observed that the number of channels especially in the electronic media have also geometrically increased over the last two decades. It is now becoming difficult for advertisers to get the attention of their products in the minds of their viewers. The methodology used in the research was a focus group and ads of different products were shown to them which included humorous and serious appeals. As the literature review revealed that these two types of appeals have significant differences when measuring attention between humorous and serious advertisements. At the end of the research, it was established that there is a significant difference between the attention to humorous and serious appeals. Initially, the idea was taken from research conducted in Sweden. The same parameters were analyzed in Pakistan. We concluded that the reaction of two different societies has almost the same response to humorous and serious advertising appeals.

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Keywords: Humorous Appeals, Serious Appeals, Attention

JEL Classification: M30; M31; M37