Research Analysis

The Power of Humor in Advertising: Analyzing Oxi-Clean

Through the Elaboration Likelihood Model

This study explores the effectiveness of humor in advertising through the lens of the Elaboration Likelihood Model (ELM), which explains how individuals process persuasive messages either centrally or peripherally. Our central question asked whether humor enhances or hinders persuasion, particularly when compared to logical appeals, using two contrasting Oxi Clean commercials—one humorous and one serious. A mixed-methods survey was created via Qualtrics, beginning with twenty open-ended questions.

This research highlights the importance for advertisers to thoughtfully consider when and how to use humor in campaigns. Future research could further examine different types of humor or how demographic factors shape consumer reactions to humorous advertising. Overall, our findings contribute to a deeper understanding of how humor affects persuasion and decision-making in a crowded advertising landscape.

Campaign Research Analysis of the

ROOTED TOGETHER: Build A Better World Program

Click Here for Presentation

The use of the Gaming Community & Minecraft content creators amplified the reach of the campaign. Collaborating with a credible non-profit and showing results backed up the message with action.

Multimedia storytelling not just in-game but also documentary-based narration that showcased the creative vision behind the map, educational learning, and interviewing the marine scientists who want to preserve Mangrove trees. This Campaign was created by Mojang Studios, 215 McCann North America, and Sound Off.