Tickling the Funny Bone: Analysing the Influence of Humour in Animated Advertisements on Gen Z's Emotional Responses and Actions

Tan, Kah Ling (2024) Tickling the Funny Bone: Analysing the Influence of Humour in Animated Advertisements on Gen Z's Emotional Responses and Actions. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research which aims to understand how humour affects Generation Z consumers, is a crucial topic for the advertising industry. Advertising professionals are looking for insights into how to create campaigns that resonate as Gen Z becomes a dominant demographic. Understanding how humour in animated advertisements affects Gen Z consumers' emotional responses and behaviour is the main focus of the study's problem statement. Its importance lies in bridging the knowledge gap surrounding this dynamic. Assessing emotional responses, looking into behavioural influences, and figuring out what kinds of humour work best are all part of the research's goals. This study seeks to connect theory and practise by drawing on theories like Uses and Gratification, Incongruity Theory of Humour, and Cognitive-Affective Processing Theory/System (CAPS). The implications also extend to helping marketers and advertisers create advertisements for Gen Z that are more effective because they are tailored to their preferences and online behaviours. Using quantitative methods and survey questionnaires, the conceptual framework model was proposed according to the mentioned theories. These theories are combined in this study to further understand how Gen Z generation get around the complex world of humour in advertising and gain an in-depth understanding of how it affects their emotions in a positive ways and behaviour such as making a purchase, sharing with friends or family or discussing the content during the chit chat session. The implications include assisting marketers and advertisers in creating more effective advertisements tailored to the preferences and online behaviours of Gen Z in the digital age. This research also aids in the creation of more successful advertising tactics adapted to the preferences and habits of Gen Z in the digital age, helping the brand to build a strong bond among their consumers. In this study, it aims to prove that humour is not only for amusement but it also brings inspiration to the audience. It acts as a vitamin C for the audience in order for them to have a positive attitude and healthy mindset, unleashing the conversation and lift up the cognitive processes of the audience. Keywords: Humour, Generation Z, Animated Advertisement, Emotional Response, Actions.