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Advisor(s)
Abstract(s)
O humor é um tema complexo que tem sido estudado por diversos autores. No
entanto, é escassa a análise do humor em contexto profissional, nomeadamente numa
perspetiva interpretativista. Tendo em conta este problema, pretende-se com o presente
estudo perceber de que forma é que o humor pode ou não ser influenciador, na publicidade
que se realiza em Portugal. Pretendeu-se obter resposta para a pergunta de partida “Pode o
humor constituir um valor acrescentado na publicidade em Portugal?”. Para dar resposta à
pergunta anteriormente referida, recorreu-se a uma revisão de literatura adequada à
temática, foram analisados casos de estudo e realizado um focus group.
O humor tem sido utilizado em diversos anúncios publicitários em Portugal. Este
estudo permite compreender de que forma o humor pode ser relevante para as marcas,
como forma de captar a atenção dos consumidores e como a sua presença nos anúncios
pode constituir um valor acrescentado.
Recorreu-se a dois casos de estudo como forma de perceber os efeitos do humor e a
forma como é utilizado. No nosso estudo concluímos que o humor está dependente de
diversas variáveis que têm influência na eficácia da sua utilização.
Com a realização deste estudo percebemos que existe uma associação do humor ao
riso, mas que existem diferenças e o próprio riso pode ser utilizado para validar o humor
quando utilizado em anúncios publicitários.
Humor is a complex subject, that has been studied by many authors. However, these analyses are scarce, in a professional context, namely in an interpretative perspective. Taking into account, the present study aims to understand in which way can humor be an influencer to the advertising made in Portugal. It was intended to answer the key question “Can humor constitute an additional value for advertising in Portugal?”. To answer the previous question, it was made a proper review of literature, attending to this topic, some study cases were analyzed, and a focus group was executed. Humor has been used in several advertisements in Portugal. This study allows to understand in which way can humor be relevant to other commercial brands to captivate consumers’ attention and how its presence in the advertisements can constitute an additional value. There were two study cases analyzed to understand the effects of humor and the way it is used. In our study, we concluded that humor depends on many variables, that have influence in the effectiveness of its use. With this study, we understood the existing link between humor and laughter, but also the differences between both. We also saw that laughter itself can be used to support humor, when used in advertisements.
Humor is a complex subject, that has been studied by many authors. However, these analyses are scarce, in a professional context, namely in an interpretative perspective. Taking into account, the present study aims to understand in which way can humor be an influencer to the advertising made in Portugal. It was intended to answer the key question “Can humor constitute an additional value for advertising in Portugal?”. To answer the previous question, it was made a proper review of literature, attending to this topic, some study cases were analyzed, and a focus group was executed. Humor has been used in several advertisements in Portugal. This study allows to understand in which way can humor be relevant to other commercial brands to captivate consumers’ attention and how its presence in the advertisements can constitute an additional value. There were two study cases analyzed to understand the effects of humor and the way it is used. In our study, we concluded that humor depends on many variables, that have influence in the effectiveness of its use. With this study, we understood the existing link between humor and laughter, but also the differences between both. We also saw that laughter itself can be used to support humor, when used in advertisements.
Description
Keywords
Humor Publicidade Valor acrescentado Riso Advertising Additional value Laughter