Onderzoeksartikel

Humor in commercials gericht op kinderen, tieners en volwassenen

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Abstract

The aim of this study was (a) to identify the types of humour that are employed in television commercials aimed at children, adolescents, and adults and (b) to investigate whether the types of humour correspond to the humour preferences of these target groups. We content analysed 319 humorous commercials that were broadcast on public and private television networks in the Netherlands. Our findings showed that commercials aimed at children most frequently contained clownish humour, slapstick, and nonsense. Commercials targeting adolescents most often used clownish humour, nonsense, and rebellious humour. In commercials for adults, irony, parody, and clownish humour prevailed. Commercials aimed at males contained more ridicule and rebellious humour, whereas commercials directed at females more frequently used irony, clownish humour, and nonsense. Our study suggests that advertisers approach the different age and gender groups with types of humour that considerably correspond to preferences of these audience groups.

How to Cite:

Buijzen, M., Valkenburg, P. & De Bie, M., (2001) “Humor in commercials gericht op kinderen, tieners en volwassenen”, Tijdschrift voor Communicatiewetenschap 29(3), 150–167.