Studying the impact of humor appeal in TVC on consumer's attitude towards beer brand: The case of Heineken beer
Abstract
Advertising nowadays is not simply a tool to increase sales for any products, but it
is also an effective way producers in all over the world use to communicate to their target customers by delivering their products’ messages. It explains why advertising appeal is one of very important part in any successful advertising campaign. A right and suitable advertising appeal is completely able to create an unexpected success to product brand. In reality, it is clearly to see that many advertisements evoke customers interest by using humorous factors. Humor is one of the most commonly employed communication strategies in advertising (Aldan D. L. et al,2000). There are also a lot
of studies and researches about the impact of humor on consumer’s attitude, however
it is still spare due to the broad scale of the topic. This is the reason for this paper to study thoroughly and to discover more findings on this topic by using the academic theory as well as model of attitude formation of Eagly and Chaiken (1993), the Tri- component attitude model, to explore the impact of humor appeal in TVC on consumer’s attitude toward the advertised brand. This research aims at investigating
the impact of humor appeal in TVC on consumer’s attitude through three components,
cognitive, affective and conative component of Tri-component attitude model.
By applying the triangulation approach which allows to combine both quantitative and qualitative method, the data are collected through surveys and in-depth interviews. Furthermore, the findings of the study will help to review the advertising strategy of Heineken in Vietnam market. Although there still exists some limitations, the study is also proposed many applicable recommendation and suggestion to enhance
Heineken’s advertising success especially in Vietnam market.