Type of Humor and Advertising Effectiveness: Study on Indonesian Children Aged 7–12

DOI

10.2991/assehr.k.200331.174How to use a DOI?

Keywords

type of humor, advertising effectiveness, schoolchildren, dairy product advertisement, Indonesian advertising, Indonesian children

Abstract

This paper examines the relationship between the type of humor and effectiveness of advertisements for dairy products on Indonesian children. A quantitative approach was used to analyze the type of humor found in dairy product advertising. A total of 840 students at both public and private schools, aged 7–12 years, completed a questionnaire. The results of the analysis of variance (ANOVA) showed that the type of humor had no significant influence on the effectiveness of dairy product advertisements.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hardika Widi Satria
AU  - Sri Rahayu
AU  - Naldo
PY  - 2020
DA  - 2020/04/03
TI  - Type of Humor and Advertising Effectiveness: Study on Indonesian Children Aged 7–12
BT  - Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018)
PB  - Atlantis Press
SP  - 412
EP  - 418
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200331.174
DO  - 10.2991/assehr.k.200331.174
ID  - Satria2020
ER  -