Impact of Television Media in Influencing Consumer Buying Behaviour Through Humourous Adverstisements

The evolution of information technology has resulted in the rapid development of Media in the recent times. As a result, the impact created by media on the day to day lives of individuals has also increased to a great extent. The purpose of this paper is to identify how television as an advertising media has impacted the buying behavior of consumers belonging to different demographic profiles namely age, gender, source of income and educational level respectively over a period of time through systematic review of existing literature review.This paper has also proposed a framework and set of propositions portraying the relationship between demographic variables of consumers and the impact that humor in television advertisement creates on their buying behaviors respectively.

out that celebrity endorsement, humor content, music, dialogues, visuals and characterization assist them for recalling the commercial and that humor, as an element, assists the viewers for recalling the name of the product. It was thus clear that, people of age group 20 to 40 prefer usage of exaggeration in the humor appeal than sarcasm.
Motwani and Agarwal (2013) focused on the effect of humorous advertisements on customer behavior. It was found that every age group has the similar views about the humor advertisement. Poku and Owusu (2014) examined the relationship between viewer persuasion and humorous television advertisement. It was observed that, there exists significant difference among demographic characteristics such as ethnic or age among humorous advertisements. It was also found out that product nature affects the appropriateness in the treatment of humor. Moreover, it was noticed that the humor is more appropriate for products of low involvement than products of high involvement and at the same time, it was observed that humor is more appropriate for product than services. Thus, it can be concluded that there exist main variance among demographic characteristics like age or ethnic among humor advertising.  differences exist between female and male opinions in terms of humor with specific reference to television advertising. In addition, it was noted that humor develops a positive feeling regarding product due to funny as well as good aspects portrayed about the product in the advertisement. Thus, it can be concluded that no differences found between the views of the female and male regarding humor in television advertisement.
Dore (2011) carried out an investigation to analyze the effect of humorous advertisements on the behavior of the customer. Exploratory research pointed out that there exist a thin variance between the view of females and males, whereas from the outcomes of chi-square it was found that, there is no difference in opinions of females and males towards the advertisements. Thus, it can be concluded that there exist slight difference between the perspectives of female and male audiences.
Eisend (2014) carried out a research to examine the outcomes of experimental and contentanalytic studies about effectiveness and occurrence of gender stereotyping non-humorous and humorous advertising. It was found out that men and women are stereotyped in advertisement relied on humor in specific, conventional males were more prevalent towards the humor advertisement. On the other hand, it was noticed that females were more prevalent towards the non-humor advertisement. It was observed that the impact of such stereotypes, humor enhances the attitudes of the consumer especially if non-traditional stereotyping is used rather than traditional one. It was thus found out that stereotyped humor advertisement influences women rather than men. Sutton-Spence and Donna (2011) carried out an investigation to analyze the relationship between persuasion of viewer and humor in television advertising. It was found that there exists major variance among demographic characteristics namely gender among humor advertisement.
Arockiaraj and Morais (2014) conducted a research to examine the customer's perspective based on the ethical dimensions of commercial TV (television) advertisement. It was found that sense of humor was one of the influencing factors in watching television advertisements.
It was noticed that there exist significant difference among male and female perspectives about the humor appeal in the advertisement.  There exist significant differences among male and female perspective about the humour appeal in the advertisement.

Source of Income
Hang (1998)   According to the research by Yoong (2012) who have examined about the relationship between television advertisement, which is humorous, and audience persuasion, it was observed that audience like goods and services when advertised with humor. It was also observed that education level and cultural background influence the humor advertisement among audience.
Poku and Ampadu (2014)    Conceptual framework was developed based on the impact of humor advertising in television advertising. This proposed review has been analyzed based on the demographics variables such as age, gender, source of income and educational level. From the findings of the study, it was found that demographics factors such as gender, age, educational level and source of income have significant effect on humor advertising in television advertising.
Based on the conceptual framework, the following propositions can be arrived at for the future researchers to test and experiment: P1: Impact of humor in television advertising on consumers' buying behavior depending upon their age P2: Impact of humor in television advertising on consumers' buying behavior depending upon their gender P3: Impact of humor in television advertising on consumers' buying behavior depending upon their source of income P4: Impact of humor in television advertising on consumers' buying behavior depending upon their educational level

Future Work
The other researchers can extend this work in futurein a quantitative manner. The propositions given in this paper can be hypothetically tested by the future researchers through collection of primary data from consumers belonging to a specific region and application of statistical tools on the collected primary data. Future work can be carried out by quantitatively testing the relationship based the demographic variable of consumers namely gender, source of income, age and level of education and the extent to which they are impacted by humorous television advertisement when buying a particular product or availing a particular service.
Online Journal of Communication and Media Technologies Volume: 7 -Issue: 2 April -2017