Discussion on a safe approach to creating humorous ads for Premium brands: A thematic analysis

Abstract

The concept of humorous ads has been extensively applied by numerous brands and the results have often been impactful and advantageous for their business. However, when it comes to premium brands, indecisiveness still remains. Many premium brands avoid the use of humor in their ads so as to maintain their elegance. Others, however, have taken a risk and have been experimenting with this unknown substance. The research aims to identify a safe approach that would help premium brands use humor in their ads while keeping their prestige and elegance intact. The study derives four themes which are brand recall, brand perception, purchase intention, and critical elements for creating humorous ads for premium brands. While humor had positive impact on brand recall and brand perception, it was indifferent to the buying behavior of respondents. The study found that appropriate messages, the use of public figures, and relevant ad messages were the key factors that would help premium brands.