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O humor na publicidade e o impacto da sua mensagem na mente do consumidor
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O humor consolidou-se, nos últimos anos, como uma ferramenta de linguagem publicitária com um forte potencial para captar atenção dos consumidores, algo cada vez mais difícil, e diferenciar marcas num mercado muito saturado. O aumento da audácia criativa, do querer fazer mais e melhor, do quer fazer diferente e a evolução das estratégias em publicidade têm conduzido as marcas a considerar e até a explorar o riso como um elemento essencial numa campanha, sendo este capaz de gerar empatia, proximidade e memorização na mente do público-alvo. Em Portugal, não é exceção e, a conjugação entre o humor e as figuras mediáticas do país têm ganho centralidade nas campanhas publicitarias.
É neste enquadramento que se escolheu analisar uma campanha da Worten, devido à sua recorrente aposta no humor, protagonizada por Ricardo Araújo Pereira, na pele do “Sr. Antunes”. Nesta campanha, há a demonstração real de que o humor e as personagens humorísticas conseguem transformar uma mensagem publicitaria em entretenimento memorável, aproximando a marca de diversos públicos sem abdicar da sua identidade visual.
O problema central desta investigação reside na compreensão do tom de humor como linguagem publicitária, assim como o uso de personagens humorísticas, e o seu impacto na atenção e memorização da mensagem publicitária por parte dos consumidores. O estudo parte da premissa de que o humor não apenas capta a atenção, mas também potencializa a retenção da mensagem publicitária. A relevância desta investigação fundamenta-se na crescente adoção do humor na publicidade e nos valiosos insights que poderão emergir sobre o seu impacto emocional e cognitivo na audiência. A literatura existente sugere que o humor possui o potencial de estabelecer uma relação emocional com o consumidor, facilitando a retenção da mensagem que a marca pretende transmitir.
Desta forma, a presente investigação pretende compreender em que medida o tom humorístico e o uso de personagens humorísticas influenciam a atenção e a memorização da mensagem publicitária. Como tal, recorreu-se a uma abordagem quantitativa, mediante um inquérito por questionário online (n = 406), com diferentes variáveis e questões abertas para recolha de perceções qualitativas.
Por fim, importa mencionar que os resultados evidenciam uma elevada percentagem de inquiridos a recordar-se do slogan da Worten “Tudo e mais não sei o quê”, uma associação positiva entre humor, atenção e memorização e, existe uma atribuição de credibilidade e divertimento à personagem da campanha devido à pessoa em si que a interpreta e a sua pela notoriedade na sociedade, sendo este Ricardo Araújo Pereira. No entanto, também se identificam riscos, como, por exemplo o foco do público remeter-se somente para a personagem, e não para a mensagem publicitaria em si. Ainda assim, conclui-se que o humor, quando devidamente coerente com a identidade da marca, potencia uma excelente eficácia comunicativa nas campanhas publicitarias conseguindo captar a atenção do consumidor e reter a mensagem publicitária na mente do mesmo.
In recent years, humor has established itself as an advertising tool with strong potential to capture consumers' attention, something that is increasingly difficult, and to differentiate brands in a very saturated market. The increase in creative audacity, the desire to do more and better, to do things differently, and the evolution of advertising strategies have led brands to consider and even exploit laughter as an essential element in a campaign, as it is capable of generating empathy, closeness, and memorability in the minds of the target audience. Portugal is no exception, and the combination of humor and the country's media figures has gained centrality in advertising campaigns. It is within this context that we chose to analyze a campaign by Worten, due to its recurring use of humor, starring Ricardo Araújo Pereira in the role of “Mr. Antunes.” This campaign provides real proof that humor and humorous characters can transform an advertising message into memorable entertainment, bringing the brand closer to different audiences without compromising its visual identity. The central problem of this research lies in understanding humor as advertising language, as well as the use of humorous characters, and their impact on consumers' attention and memorization of the advertising message. The study starts from the premise that humor not only captures attention but also enhances the retention of the advertising message. The relevance of this research is based on the growing use of humor in advertising and the valuable insights that may emerge about its emotional and cognitive impact on the audience. Existing literature suggests that humor has the potential to establish an emotional connection with consumers, facilitating the retention of the message that the brand intends to convey. Thus, this research aims to understand the extent to which humorous tone and the use of humorous characters influence attention and memorization of the advertising message. As such, a quantitative approach was used, through an online questionnaire survey (n = 406), with different variables and open-ended questions to collect qualitative perceptions. Finally, it is important to mention that the results show a high percentage of respondents remembering Worten's slogan “Tudo e mais não sei o quê” (Everything and I don't know what else), a positive association between humor, attention, and memorization, and that the character in the campaign is attributed credibility and entertainment value due to the person who plays him and his notoriety in society, namely Ricardo Araújo Pereira. However, there are also risks, such as the audience focusing solely on the character and not on the advertising message itself. Nevertheless, it can be concluded that humor, when properly consistent with the brand identity, enhances the communicative effectiveness of advertising campaigns, capturing the consumer's attention and retaining the advertising message in their mind.
In recent years, humor has established itself as an advertising tool with strong potential to capture consumers' attention, something that is increasingly difficult, and to differentiate brands in a very saturated market. The increase in creative audacity, the desire to do more and better, to do things differently, and the evolution of advertising strategies have led brands to consider and even exploit laughter as an essential element in a campaign, as it is capable of generating empathy, closeness, and memorability in the minds of the target audience. Portugal is no exception, and the combination of humor and the country's media figures has gained centrality in advertising campaigns. It is within this context that we chose to analyze a campaign by Worten, due to its recurring use of humor, starring Ricardo Araújo Pereira in the role of “Mr. Antunes.” This campaign provides real proof that humor and humorous characters can transform an advertising message into memorable entertainment, bringing the brand closer to different audiences without compromising its visual identity. The central problem of this research lies in understanding humor as advertising language, as well as the use of humorous characters, and their impact on consumers' attention and memorization of the advertising message. The study starts from the premise that humor not only captures attention but also enhances the retention of the advertising message. The relevance of this research is based on the growing use of humor in advertising and the valuable insights that may emerge about its emotional and cognitive impact on the audience. Existing literature suggests that humor has the potential to establish an emotional connection with consumers, facilitating the retention of the message that the brand intends to convey. Thus, this research aims to understand the extent to which humorous tone and the use of humorous characters influence attention and memorization of the advertising message. As such, a quantitative approach was used, through an online questionnaire survey (n = 406), with different variables and open-ended questions to collect qualitative perceptions. Finally, it is important to mention that the results show a high percentage of respondents remembering Worten's slogan “Tudo e mais não sei o quê” (Everything and I don't know what else), a positive association between humor, attention, and memorization, and that the character in the campaign is attributed credibility and entertainment value due to the person who plays him and his notoriety in society, namely Ricardo Araújo Pereira. However, there are also risks, such as the audience focusing solely on the character and not on the advertising message itself. Nevertheless, it can be concluded that humor, when properly consistent with the brand identity, enhances the communicative effectiveness of advertising campaigns, capturing the consumer's attention and retaining the advertising message in their mind.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Linguagem publicitária Humor Personagens humorísticas Atenção Memorização Semiótica Ricardo Araújo Pereira Worten