O humor enquanto valor acrescentado na publicidade

: casos de estudo da Licor Beirão e Sagres

Abstract

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.

Date of Award	24 Jul 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)