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Estilos de humor e tipos de personalidade na publicidade
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Orientador(es)
Resumo(s)
Este estudo pretende aferir a influência das caraterísticas pessoais e de personalidade no
uso dos diferentes estilos de humor, ou seja, verificar as possíveis associações entre traços
de personalidade, estilos de humor e a sua contribuição para uma resposta mais eficaz na
mensagem publicitária.
A relevância deste estudo centra-se na criação de estratégias mais adequadas,
personalizadas, mais eficazes para atingir o público-alvo, tendo por base a análise das
ligações entre os conceitos acima referidos.
Para atingir o objetivo proposto, a presente dissertação baseia-se numa pesquisa, design
método de origem quantitativa, com uma abordagem dedutiva. Já a estratégia adotada
refere-se ao método de inquéritos. O estudo foi desenvolvido com base num questionário
de estilos de humor e o NEO-FFI, os quais foram submetidos a uma amostra da população
estudantil que dominava a língua portuguesa, com uma amostragem não probabilística
simples por conveniência e um pré-teste com 12 respostas.
Concluindo, estatisticamente não existe uma relação significativa entre os estilos de
humor e tipos de personalidade. Parece-nos que determinado estilo de humor não é
exclusivo de determinado perfil e que diferentes traços de personalidade podem refletir
distintas formas de humor.
A primeira limitação deste estudo é o número baixo de contribuições, ou seja, o tamanho
e representatividade da amostra, uma vez que, o período em que questionário esteve
disponível foi em época de férias escolares. A segunda limitação é a alteração de uma
escala: no questionário foi feita uma alteração na escala passando o questionário dos
estilos de humor para uma escala de 5 pontos de likert, por conveniência. Para futura
investigação seria interessante ligar o estilo de humor com as diferentes áreas da
publicidade, avaliando nomeadamente se diferentes estilos de comunicação publicitários
podem ser mais eficientes para chegar a targets com diferentes estilos de humor e traços
de personalidade.
The aim of this study was to deepen our knowledge of humor and advertising. The intention was to assess the influence of personal and personality characteristics on the use of different styles of humor, to verify the possible associations between personality traits, styles of humor and their contribution to a more effective response to advertising messages. The relevance of this study is to enable the creation of more appropriate, personalized, and effective strategies to reach the target audience, based on the analysis of the links between the concepts mentioned above. To achieve the proposed objective, this dissertation is based on a method research design of quantitative origin, with a deductive approach, while the strategy adopted refers to the survey method. The study was developed by a questionnaire on humor styles and the NEO-FFI was submitted to the sample of university student’s population living in Portugal, with a simple non-probabilistic convenience sample. Before that, the questionnaire was pretest with 12 people. In conclusion, statistically there is no significant relationship between humor styles and personality types. Contrary to expectations, the results found no significant relation between humor types and personality traits. The main limitation of this study focused on the low number of contributions in this study, since the time frame for the application of the questionnaire coincided with the school holidays. The second limitation, in the application of the questionnaire was for convenience. For future research, it would be interesting to link the humor styles with the different areas of advertisement, assessing whether different advertising communication styles can be more effective in reaching targets with different humor styles and personality traits.
The aim of this study was to deepen our knowledge of humor and advertising. The intention was to assess the influence of personal and personality characteristics on the use of different styles of humor, to verify the possible associations between personality traits, styles of humor and their contribution to a more effective response to advertising messages. The relevance of this study is to enable the creation of more appropriate, personalized, and effective strategies to reach the target audience, based on the analysis of the links between the concepts mentioned above. To achieve the proposed objective, this dissertation is based on a method research design of quantitative origin, with a deductive approach, while the strategy adopted refers to the survey method. The study was developed by a questionnaire on humor styles and the NEO-FFI was submitted to the sample of university student’s population living in Portugal, with a simple non-probabilistic convenience sample. Before that, the questionnaire was pretest with 12 people. In conclusion, statistically there is no significant relationship between humor styles and personality types. Contrary to expectations, the results found no significant relation between humor types and personality traits. The main limitation of this study focused on the low number of contributions in this study, since the time frame for the application of the questionnaire coincided with the school holidays. The second limitation, in the application of the questionnaire was for convenience. For future research, it would be interesting to link the humor styles with the different areas of advertisement, assessing whether different advertising communication styles can be more effective in reaching targets with different humor styles and personality traits.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Estilos de Humor Tipos de Personalidade Publicidade Humor Características psicológicas Humor Styles Personality Types Advertisement Humor Personality Traits
Contexto Educativo
Citação
Casado, Ana Carolina Catarino Lopes (2023). “Estilos de humor e tipos de personalidade na publicidade”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão