Using humorous programs as a vehicle for humorous commercials

Many programs and commercials use humor to entertain and persuade viewers. This research examines the effect of levels of humor in program context on commercials and the perceptions of the products they advertise. Effects of humor levels in the commercials themselves are examined, as are effects of gender on perception of humor and product image. Increased program humor was detrimental to recall of products advertised. Gender, however, interacted with program humor levels. Products were viewed less negatively by men when they were exposed to commercials in a more humorous program context. The type of humor may explain why this did not hold for women because humor of a crass or sexual nature holds lower appeal for females. An increased level of commercial humor was found to be beneficial to recall and purchase intention.