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Figure 6.5 - Relationship between Fear Levels and Message Acceptance

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Humor Appeals Advantages and 

Disadvantages

Advantages



Disadvantages



• Aid with awareness and

attention

• Aid name and simple

copy registration

• Aid retention

• Aid persuasion to switch

brands

• Create a positive mood

that enhances

persuasion



• Harm recall and

comprehension

• Harm complex copy

registration

• Do not aid persuasion in

general

• Do not aid source

credibility

• Not very effective in

bringing about sales



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16

McGraw-Hill Education.



Channel Factors

 Personal versus nonpersonal channels ­ Information 

received from personal channels is more persuasive 

than that received from the mass media

 Effects of alternative mass media

 Differences in information processing

 Self­paced ­ Readers process the ad at their own rate and 

study it as long as they desire

 Externally paced ­ Transmission rate is controlled by the 

medium

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

17

McGraw-Hill Education.



SelfversusExternalPacedMedia



SelfưPaced

SelfưPaced

Media

Media



ExternallyPaced

ExternallyPaced

Media

Media



Newspapers

Newspapers



Radio

Radio



Magazines

Magazines



Television

Television



DirectMail

DirectMail



vs.

vs.



Internet

Internet



Copyright â 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



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