ERIC Number: ED192351
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
Male Readership Differences in Liquor Magazine Ads Employing Nonsensical and Sexual Humor.
Reid, Leonard N.; And Others
A study examined the attention getting value of nonsensical and sexual humor used in liquor advertisements to determine if one was more effective than the other in attracting male magazine readers. Thirty-two Starch-scored liquor ads taken from 1976 and 1977 issues of "Time,""Newsweek," and "Sports Illustrated" were analyzed by three male readers. Starch is a syndicated research service that measures readership through the use of an aided-recall technique to establish the amount of attention given to a particular ad. The readership scores for each ad generally represent interviews with one hundred or more readers whose demographic characteristics match those of the audience of the magazine in which the ad originally appeared. The subjects were individually instructed to study each ad carefully and, based on an "overall impression" decision rule, to identify it as employing either nonsensical or sexual humor (according to definitions of the terms developed from research literature). Although no readership differences were found for male readers who remembered seeing or reading some part of the liquor ads, a significant difference was found for male readers who remembered reading more than half of the ads' copy. The findings suggest that ads employing nonsensical humor are potentially more effective in attracting male readers to "read on" than are ads employing sexual humor. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (63rd, Boston, MA, August 9-13, 1980).