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Contemporary Issues on Usage of Humour and Drama Advertising Appeals in Television Advertising in Nigeria: A Conceptual Review

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  • AJILORE Kolade Ph.D.

    (Department of Mass Communication, Babcock University, Ilishan Remo, Ogun State, Nigeria)

  • AROWA O. Oladipo

    (Department of Mass Communication, Babcock University, Ilishan Remo, Ogun State, Nigeria)

Abstract

Humour and drama appeals have become one of the most widely employed communication tactics in advertising; yet, our understanding of this advertising genre’s challenges still needs to be updated, as most of the literature on the subject, particularly drama, needs to be updated. In the meantime, concerns about their effectiveness continue to arise. Concepts, methods, models, types, and elements of humour and drama were examined through conceptual review. Premised on the Elaboration Likelihood Model of Persuasion (ELM) theory, which explains how persuasion occurs and the strength of attitudes formed as a result of those processes, the paper concludes that while humour and drama are not a guarantee of better ads, their impact can be enhanced with careful consideration of the goals, audience, and situation. In addition, since this paper is only a conceptual review, it is anticipated that it will contribute to a further explanation of humour and drama and their mediating role in the relationship between advertising appeals and consumer intention. This may then be further investigated to yield empirical findings about the dynamic nature of these advertising genres

Suggested Citation

  • AJILORE Kolade Ph.D. & AROWA O. Oladipo, 2022. "Contemporary Issues on Usage of Humour and Drama Advertising Appeals in Television Advertising in Nigeria: A Conceptual Review," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(10), pages 792-799, October.
    • Handle: RePEc:bcp:journl:v:6:y:2022:i:10:p:792-799
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    References listed on IDEAS

    as
    1. Deighton, John & Romer, Daniel & McQueen, Josh, 1989. "Using Drama to Persuade," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 335-343, December.
    2. Allison, Thomas H. & Davis, Blakley C. & Webb, Justin W. & Short, Jeremy C., 2017. "Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance," Journal of Business Venturing, Elsevier, vol. 32(6), pages 707-725.
    3. Stern, Barbara B, 1994. "Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Comsumer Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 601-615, March.
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