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    Anifahchannie Pacalna
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    Entertainment is a crucial part of advertising that is used to engage and delight consumers. Common entertainment techniques in ads include comedy, creativity, and upbeat music. Recent advertisers have increased entertainment in ads to attract consumers' attention and positive feelings towards products and services. Entertainment in ads can elicit feelings of enjoyment, pleasure, excitement and surprise from viewers through the use of fun, fantasy, thrilling content and unexpected events. The presence of entertaining and humorous characters is also used to engage consumers.

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    Entertainment is a crucial part of advertising that is used to engage and delight consumers. Common entertainment techniques in ads include comedy, creativity, and upbeat music. Recent advertisers have increased entertainment in ads to attract consumers' attention and positive feelings towards products and services. Entertainment in ads can elicit feelings of enjoyment, pleasure, excitement and surprise from viewers through the use of fun, fantasy, thrilling content and unexpected events. The presence of entertaining and humorous characters is also used to engage consumers.

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    1K views3 pages

    RRL About ENTERTAINMENT

    Uploaded by

    Anifahchannie Pacalna
    Entertainment is a crucial part of advertising that is used to engage and delight consumers. Common entertainment techniques in ads include comedy, creativity, and upbeat music. Recent advertisers have increased entertainment in ads to attract consumers' attention and positive feelings towards products and services. Entertainment in ads can elicit feelings of enjoyment, pleasure, excitement and surprise from viewers through the use of fun, fantasy, thrilling content and unexpected events. The presence of entertaining and humorous characters is also used to engage consumers.

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    © All Rights Reserved
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    of 3

    Entertainment

    Entertainment is a crucial and prevalent part of advertising in television.

    Common ads nowadays have some structure that used in order to entertain

    the consumers suchlike comedy creativity and some upbeat music

    background. Lately, advertisers create ads that increase the levels of

    entertainment[CITATION CNN07 \l 1033 ]. The aspects of entertainment is

    implicated by the experience of delight of the consumers and gladness for

    their product and for the service that contributes a great feeling and

    satisfaction for his or her needs [CITATION TinWeav94 \l 1033 ]. Entertainment

    advertising leads to the consumer's feeling that can show how consumer feels

    relighted and pleasured [ CITATION Pol93 \l 1033 ]. The elements of entertainment

    are enjoyment, pleasure, excitement, surprise and characters.

    There are three states to achieve enjoyment which are the "actual

    state", "desired state" and "preferred state" that can motivate the online users

    as for online advertising[ CITATION Tsa05 \l 1033 ]. Advertising through online can

    captive the wants and needs of the consumers such as shaving enjoyment or

    in releasing stress [ CITATION Abd12 \l 1033 ] . The use of entertainment through

    online advertising can satisfy and could bring awareness of being enjoyed

    (Bowie and Chang, 2005). As that, online advertising are more interesting and

    delightful other than mass media like television ads and print media [ CITATION

    Pol93 \l 1033 ]. The message of advertising comprises of delightful factors that

    enhances how online advertising effective is [ CITATION Hof96 \l 1033 ].

    Entertainment advertising always consists of fantasy fun and

    pleasure[ CITATION Dha00 \l 1033 ]. Advertising is enjoyment, entertainment and


    pleasurable [ CITATION Eze12 \l 1033 ]. The reason of seeking desire is to

    experience the quality of being emotional that make consumers good about

    online advertising [ CITATION Cam87 \l 1033 ].

    Excitement can provoke extreme exciting and pleasuring feeling

    [ CITATION Gri06 \l 1033 ] . Entertainment advertising causes viewers to ideate fun

    excitement and joy [ CITATION Moo12 \l 1033 ]. A thrilling and astonishing

    advertisement may captivate the consumer's interest by way of making

    something uncommon and unique ads [ CITATION Gri06 \l 1033 ]. Surprise is

    means of unlooked-for happenings and a person's reaction to boost

    contradiction [ CITATION Ald00 \l 1033 ] . Incentive contradiction shows like an

    advertisement satisfaction which varies from the consumer's expected belief

    [ CITATION Ald00 \l 1033 ]. If incentive incongruity of the content of advertisement

    is high, the higher its level of surprise occurs [ CITATION Ald00 \l 1033 ].

    Being fun is known to be a part of life and make the online advertising

    effective [ CITATION Lee08 \l 1033 ] . Having peculiar characters in online

    advertising may ease the strain or stress [ CITATION Fra94 \l 1033 ] . Marketers

    usually apply comedy to persuade a message of online advertising to its

    consumers. Marketers also apply funny character in its advertisement in order

    to promote a produce or a service and results to 10 % to 30 % of the

    expenses for the advertising annually [ CITATION Kri03 \l 1033 ]. Additionally,

    marketers believe in using funny persons or images as an advertising method

    that enriches the advertisement [ CITATION Wei91 \l 1033 ].

    There is indication that entertainment through advertising affects the

    effectiveness of the ads in different ranges regarding the consumer's


    perception. At the initial stages, absence of interest and being active in

    creating entertaining advertisement are some causes why advertising are not

    effective [ CITATION Tel04 \l 1033 ] . So, entertainment is the one gets the viewer's

    interest Some findings found that there is a direct relationship between the

    amount of entertainment and interest of the consumer in viewing in the

    ads[ CITATION Wol04 \l 1033 ] . Aside from catching and rising interest, different

    kinds of entertainment have been showed to persuade people. If there are

    more viewers, a lot of people will be persuaded. According to research,

    maintained attention will result to effectiveness of advertising for

    sales[ CITATION Cha07 \l 1033 ].

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