Humor in advertising : a content analysis of Super Bowl's advertisements from the 70’s to the 20’s + (1969-2014).

Abstract

Humor is one of the most employed techniques in advertising. The present study examines the evolution of humor and humor styles through a content analysis of actual Super Bowl advertisements combined with a historical and cultural analysis of the American society for a 45-year period. The results suggest a continuous increase of advertising humor since its acceptance as an effective advertising strategy in the 80‘s. Furthermore, it is suggested that the use of general humor is independent from a society‘s macro-environment; it is, indeed, humor styles that are influenced by and that, in turn, influence the historical and cultural environment within which a society grows