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Introduction

Literature Review

Big Bang of 1957

Glory Days

A Crack in the China

CDT Research Today

CDT Principles in Advertising

Table 1

Sample Ads 1 and 2

Sample Ad 3

Sample Ad 4

Conclusion

Bibliography

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Cognitive Dissonance Manifest in Humorous Advertisements

Humor in advertisements is prevalent. Many studies have been conducted to understand humor’s effectiveness in ads. Some types of humor can be linked to dissonance arousal. Forsyth (1997) states ‘balance theory (CDT) has provided a useful way of explaining why jokes that insult others may be found to amuse the target of the joke’ (source 12). He goes on to write that, ‘Many other theorists (Freud, 1960; Harter, 1974, Schultz and Horibe; 1974, Zigler, Levine, Gould, 1969) have all posited that recognizing and solving incongruities provide the amusement underlying the appreciation of humor.’ These are similar mental steps which are involved in dissonance arousal and reduction. The recognition of incongruity (arousal) and the need to solve incongruity (dissonance reduction).

Forsyth writes, ‘We expect that (ethnic/gender/status) joke telling…communicates that it is acceptable to laugh at such humor. Cognitive dissonance theory suggests that this devaluing behavior may reduce empathy and increase acceptance of devaluing of such (groups) (source 12.)

Sample Ad #4: Forsyth was wrting about ethnic joke-telling, but the concept can be broadly applied to any group deemed ‘uncool’ by society. This ad illustrates this concept by targeting bowling as undesirable. People who do not identify with the bowling culture will find this ad enjoyable and stimulating. Is this something the advertiser’s intended? Why isolate a large chunk of your target market?