Consumer responses to parodic ads |
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| Authors: | Michelle L Roehm Harper A Roehm Jr |
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| Institution: | 1. Schools of Business, Wake Forest University, P.O. Box 7659, Winston‐Salem, NC 27109, USA;2. Bryan School of Business and Economics, University of North Carolina at Greensboro, 376 Bryan Building, Greensboro, NC 27492, USAFax: + 1 1 336 334 4141. |
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| Abstract: | We analyze parodic ads, which are humorous commercial messages that parody extant advertising. The effects of three dimensions are examined: mockery, perceived truth and playful humor. Consequences are considered for attitudes toward the parodic ad, its sponsor brand, the parodied advertising (which the parodic ad mimics) and the parodied advertising's sponsor brand. Results of three studies indicate that parodic ads can produce positive as well as negative outcomes across these attitudinal variables. These results suggest caution in the use of parody as a messaging device. |
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| Keywords: | Parody Advertising Attitudes |
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