research paper, 영어에세이 - Humor in Advertising

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How many commercials do we see everyday? How many commercials can we remember? Everyday our society is getting more complex, and products are becoming more diverse. As a result, the companies are in sharp competition. They always want people to keep their product in mind when consumers buy something. So, what is an effective way to advertise? Humor in advertising is an effective means of promoting sales and increasing product popularity.
Humor is the ability or quality of people, objects or situations to evoke feelings of amusement in other people (Wikipedia). Humor is associated with pleasurable emotions such as joy, lightheartedness, and playfulness. It makes people become open and less defensive. Humor provides pleasant and likable acceptance. Also it establishes an atmosphere of give or give-in, instead of an unfriendly defense. It is a particular type of gear which enables people to keep both wheels on the ground and run along without jolts. Even if there is the variation between the way things ought to be and the way they are, humor is effective (Herold 9). In addition, humor may be addictive. Scientists tell us that humor blocks stress hormones and stimulates endorphins or other chemical reactions. Also it produces positive effects for a while that is similar to mood altering drugs (Stroh).

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