Humour in Financial Advertising

Master's abstracts for 2003

DIFFERENT SUBCULTURE PERSPECTIVES OF MONEY AND HUMOROUS ADVERTISING APPEAL

Aarambh Shah, MA
University of Florida, 2003
Email:


ADVISOR: Jorge Viellegas

Hispanics. Money. Humor.

Money is an object that is based on trust; it has served as a medium of exchange for centuries, which have derived from the pre-capitalistic formations of barter. Thus economically, money has been seen as objective and utilitarian, a commodity that is ordinary, mundane, impersonal, neutral, and is comprised of quantitative meaning. However, many social scientists see money as a subjective unit, an object where different individuals attach an affective and emotional meaning to it. This research taped into the subjective components of money from a Hispanic intra-subculture perspective due to the high demand from marketers to target financial products toward them, and the vast complexities that lie between these groups in terms of attitudes and behaviors. Unfortunately, a major consensus from empirical evidence has been conducted involving how Hispanics are less likely to plan and prepare for their future (i.e. they are present oriented) than their counterparts: Anglo-Americans. Yet, the majority of research has only focused on Mexican Americans as opposed to other Hispanic subcultures. As a result, this exploratory research investigated differences in attitudinal and cognitive abilities for both planning and preparing for their future and humorous advertising appeals. Even though a convenience student sample was used, a major finding from this research has shown that Cuban American (both high and low acculturated) are more likely to prefer a non-humorous financial advisement while Mexican Americans (both high and low acculturated) are more likely to prefer a humorous financial advertisement. Therefore, marketers can utilize these techniques to further tap into these Hispanic niche markets by creating and customizing ads towards their preferences, while indirectly helping them gain financial independence. [#487]

http://www.aejmc.org/abstracts/masters.php?syear=2003
Association for Education in Journalism and mass communication

TV Commercial for 2 Lakhs

Brand equity of 31st October 2007 carried an article with the title " Playing it Cheap."

It says while people in the mainstream cannot deliver it, there are people who can give an TV ad film starting at close to Rs. 1.5 lakh. It gives some names

Chennai based Branded Filmz works on Rs. 1.5 lakh to Rs. 3lakh projects. It did for a nationalised bank and a detergent brand.

Rajan Anekar of Tungsten films works prinicipally in the Rs.4 to Rs 6 lakh range.

Producer Rekha Achutan is another person quoted in the articel as a person who works in the low budget area.

Vivek Kamat of Vivek Kamat Films is another lower budget Tv Ad film maker

Best Performances of Advertisements in 2007

Best performing Advertisements in 2007

1. Eye of the beholder, for Unilver's Dove by WPP Groups Ogilvy nd Mather

Online video cost less than $150,000

Ad was posted on youtube last year.

viewed 24 million times

2. D'OH for The Simpsons Movie by Omnicom Group's Freshworks

Cross promotion by 7-eleven. It converted 12 of its stores into fictional store selling items referred to in the movie.

7-Eleven says the promotion garnered about $7 million in free publicity.

7-Eleven site got 10,420,730 hits on July 11 2007 compared to an average of 400,000 hits daily.

3. Drummer in a hair band for cadbury milk chocolate bar by Publicis Groupe's Fallen

It is a TV featuring gorilla playing drums. When put on internet, seven million downloads were done. More than 200 people put reworked versions on various sites.

4. The Human stain for P&G's tide by Publicis groupe's Saathci and Saatchi

This ad won a silver lion at the Cannes

5. K-Fed Insurance Salesman, for Nationwide Mutual Insurance by Interpublic Group;s TM Advertising

The ad shown for week on varius segments generated 3,584 news stories. The company estimates it to be worht $23.3 million in free publicity.