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Journal article
Fear or humor? The effects of negatively framed visual hyperbole in advertising
International journal of advertising, Vol.43(4), pp.746-774
2024
Web of Science ID: WOS:001071529900001
Abstract
Grounded on the theories on rhetorical figures, incongruity, humor, and the Extended Parallel Process Model, this experimental study examined the effects of negatively framed visual hyperbole in advertising, a previously unexplored research area. Negatively framed literal ads and hyperbole ads with two levels of exaggeration were compared. The results showed that high-intensity negative hyperboles were more incongruous, more humorous, and less truthful than their literal counterparts, while the effects of low-intensity negative hyperboles and literal ads did not differ. High-intensity hyperboles (vs. literal ads) exerted a positive influence on ad attitude through incongruity and humor, and a negative influence on ad attitude through ad truthfulness. The two conditions did not differ in ad attitude. As expected, the fear response did not differ between the literal and the two hyperbole conditions. Theoretical and practical implications are discussed.
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Details
- Title
- Fear or humor? The effects of negatively framed visual hyperbole in advertising
- Publication Details
- International journal of advertising, Vol.43(4), pp.746-774
- Resource Type
- Journal article
- Publisher
- Routledge; United Kingdom
- Copyright
- © 2023 Advertising Association
- Identifiers
- WOS:001071529900001; 99380468461206600
- Academic Unit
- College of Arts, Social Sciences, and Humanities; Communication
- Language
- English