Advertising Styles’ Impact on Attention in Pakistan
Syed Karamatullah Hussainy*, Kashif
Riaz**, Abdul Kabeer Kazi*** and Gobind M. Herani****
Abstract
The topic was selected after giving consideration to the
modern environment and the use of media by advertisers
for attention purposes of their products. It was also
observed that the number of channels especially in the
electronic media have also geometrically increased over
the last two decades. It is now becoming difficult for
advertisers to get the attention of their products in
the minds of their viewers. The methodology used in the
research was focus group and ads of different products
were shown to them which included humorous and serious
appeals. As the literature review revealed that these
two types of appeals have significant difference when
measuring attention between humorous and serious
advertisements. At the end of the research it was
established that there is a significant difference
between the attention of humorous and serious appeals.
Initially the idea was taken form a research conducted
in Sweden. Same parameters were analyzed in Pakistan. We
concluded that the reaction of two different societies
have almost the same response for humorous and serious
advertising appeals.
JEL. Classification: M30; M31; M37
Key words: Humorous Appeals, Serious Appeals, Attention
