Using Satire and Humor as a Marketing Strategy
DOI:
https://doi.org/10.34630/tth.vi4.5690Keywords:
Marketing, Communication, Strategies, Satire, Humour, TrendsAbstract
Some say that laughter is the best medicine, but does this also apply to marketing? In a world where information overload is a problem, the use of satire and humor as a marketing strategy has become a growing trend as an attempt to stand out from the crowd. Numerous brands have been positioning themselves in this direction and it is therefore essential to understand this strategy.
This article will analyze the use of satire and humour as a marketing strategy, its advantages and disadvantages. A qualitative analysis of the data will be carried out, using descriptive statistics to summarize the characteristics of the KFC, Control and Ikea campaigns and their feedback.
The main objective is to understand whether the use of satire and humor are perceived as arrogant communication or whether they are able to increase consumer identification with the brand.
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