Clicking Into the Absurd: Analyzing the Effectiveness of Absurdity in Advertising
| dc.contributor.advisor | Casimir, Ulrick | |
| dc.contributor.author | Noe, Isabella | |
| dc.date.accessioned | 2023-10-24T20:10:48Z | |
| dc.date.available | 2023-10-24T20:10:48Z | |
| dc.date.issued | 2023-06 | |
| dc.description | 55 pages | en_US |
| dc.description.abstract | Advertisements are everywhere. Bold words and flashy imagery pop off billboards, lamp posts, storefronts, and even bathroom stalls. Since the introduction of digital media, advertisements have no longer stopped in public spaces. Today, messaging appears the moment one clicks open their phone in the morning. It bombards every binge-watch, every scroll, and every internet rabbit hole. The result of so much clutter is a magical little “X” at the corner of a screen. For those who regularly use a device, this is a relief. Advertisers, however, are now faced with a huge problem: how do brands make content that people want to engage with? This thesis is set on finding an answer, and it starts with absurdity. Some of the most popular brands on social media, as of now, are Duolingo, Old Spice, and Scrub Daddy. While these brands all focus on content creation, there's another theme that holds them together: absurd messaging. Their viral posts feature unusual imagery, unexpected storytelling, and ridiculous takes on brands. Strangely enough, it’s effective. This paper will therefore focus on picking apart elements of absurdity found in advertising to determine its effectiveness on 18–26-year-old audiences. Findings will be used to execute three separate campaigns for a fake beverage brand which will be tested amongst the target audience via survey. There was once a point where advertising influenced culture by mirroring society in unique and refreshing ways, but now it appears to be the reverse. With millions of voices influencing social media, it’s now the devices that create culture. It’s important to understand where advertising might effectively fall on this web and how it might become more meaningful. Absurdity offers room for brands to communicate human truths in a way that is comparable to blunt honesty. A more honest and authentic representation of brands is key to preventing the societal harm that advertising has contributed to for ages. In a world of digital pollution, absurdist advertising may also pave the way for more entertaining and welcomed marketing. In any case, that little “X” button isn’t going anywhere. | en_US |
| dc.identifier.uri | https://hdl.handle.net/1794/29019 | |
| dc.language.iso | en | en_US |
| dc.publisher | University of Oregon | en_US |
| dc.rights | Creative Commons BY-NC-ND 4.0-US | en_US |
| dc.subject | Advertising | en_US |
| dc.subject | Creative | en_US |
| dc.subject | Strategy | en_US |
| dc.subject | Absurdity | en_US |
| dc.subject | Testing | en_US |
| dc.title | Clicking Into the Absurd: Analyzing the Effectiveness of Absurdity in Advertising | en_US |
| dc.type | Thesis / Dissertation | en_US |