Abstract
Research demonstrates that the composition of an advertisement can have a substantial effect upon its success. This study examines the effect of message design upon message reception and subsequent purchasing behavior. Specifically, two features of the message are varied: the use or absence of humor and the clarity of message purpose, i.e., explicitly persuasive or implicitly persuasive. Past and present television commercials are examined under four conditions: humor present, humor absent, persuasive explicit and persuasive implicit. Participants responded on questionnaires about the advertisements and a Repeated Measures ANOVA was conducted. Results indicate that variations in humor usage as well as clarity of purpose are important factors to consider when launching a persuasive campaign. Limitations of this study are discussed and suggestions for future research are offered.