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Advertising Styles’ Impact on Attention in Pakistan


  • Kashif Riaz

    () (Khadam Ali Shah Bukhari Institute of Technology (KASBIT), Karachi)

  • Syed Karamatullah Hussainy
  • Abdul Kabeer Kazi
  • Gobind M. Herani


The topic was selected after giving consideration to the modern environment and the use of media by advertisers for attention purposes of their products. It was also observed that the number of channels especially in the electronic media have also geometrically increased over the last two decades. It is now becoming difficult for advertisers to get the attention of their products in the minds of their viewers. The methodology used in the research was focus group and ads of different products were shown to them which included humorous and serious appeals. As the literature review revealed that these two types of appeals have significant difference when measuring attention between humorous and serious advertisements. At the end of the research it was established that there is a significant difference between the attention of humorous and serious appeals. Initially the idea was taken form a research conducted in Sweden. Same parameters were analyzed in Pakistan. We concluded that the reaction of two different societies have almost the same response for humorous and serious advertising appeals.

Suggested Citation

  • Kashif Riaz & Syed Karamatullah Hussainy & Abdul Kabeer Kazi & Gobind M. Herani, 2008. "Advertising Styles’ Impact on Attention in Pakistan," KASBIT Business Journals, Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 1, pages 28-35, December.
  • Handle: RePEc:ksb:journl:v:1:y:2008:p:28-35

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    Cited by:

    1. repec:hur:ijarbs:v:7:y:2017:i:11:p:977-989 is not listed on IDEAS
    2. Niazi, Ghulam Shabbir Khan & Siddiqui, Javaria & Shah, Burhan Ali & Hunjra, Ahmed Imran, 2011. "Effective advertising and its influence on consumer buying behavior," MPRA Paper 40689, University Library of Munich, Germany.
    3. Rizwan Ali Khadim & Bilal Zafar & Muhammad Younis, 2015. "Word of Mouth or Word of Mouse: An Analysis of Social and Conventional Media on Consumer Behavior in Pakistan," International Journal of Economics and Empirical Research (IJEER), The Economics and Social Development Organization (TESDO), vol. 3(1), pages 19-24, January.
    4. Mohsen Sadeghi & Meysam Fakharyan & Rozita Dadkhah & Mohammad Reza Khodadadian & Simin Nasrolahi Vosta & Mahdi Jafari, 2015. "Investigating the Effect of Rational and Emotional Advertising Appeals of Hamrahe Aval Mobile Operator on Attitude towards Advertising and Brand Attitude (Case Study: Student Users of Mobile in the Ar," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 5(4), pages 233-244, April.

    More about this item


    Humorous Appeals; Serious Appeals; Attention;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising


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