VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS STUDYING THE IMPACT OF HUMOR APPEAL IN TVC ON CONSUMER’S ATTITUDE TOWARDS BEER BRAND THE CASE OF HEINEKEN BEER In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION Advisor: MA NGUYEN THI HUONG GIANG Student’s name: CHAU NGUYEN HAI DANG ( BAIU08002 ) Ho Chi Minh city, Vietnam May, 2012 THE IMPACT OF HUMOR APPEAL IN TVC ON CONSUMER’S ATTITUDE TOWARDS BEER BRAND THE CASE OF HEINEKEN BEER APPROVED BY Advisor APPROVED BY: Committee , _ _ MA Nguyen Thi Huong Giang Mr/Ms _ Mr/Ms _ Mr/Ms Mr/Ms Mr/Ms THESIS COMMITTEE (Whichever applies) ii ACKNOWLEDGEMENT I t is a great honor to express my deep appreciation to people who helped to make this thesis completed successfully Firstly, I’m grateful to my great advisor, MA Nguyen Thi Huong Giang, for her wonderful and enthusiastic support This long process would be difficult to finish without your help Thank you for your effort and your wide knowledge to make my topic possible, your weekly recommendation and advice are always a guidance for me to know where I should improve in this paper I know your busy life leave less time for yourself, but this thesis would be never finished successfully without your contribution You are a wonderful lady who has taught me a great life-lesson ,“always make it simple” Secondly, I sincerely thank to my best friend group of six ladies who are an inspiration for my study Especially, it is a pleasure to thanks to Ms Do Ngoc Chi Mai, Ms.Truong Hoai Anh, Ms Pham Thi Huyen Tram, Ms Phan Thi Thanh Hang, Ms.Nguyen Thi Phuong Chi, Ms Luong Phan Thanh Phuong, Mr Nguyen Vinh Trieu and Mr Bui Nguyen Tin, who contributed great ideas as well as the effort to the thesis I believe that one of my achievement in university is a forever friendship Finally- Mom, Dad and my little sister- thank you so much for your unstoppable love and unlimited encouragement for every single thing I in life Thanks for everyday, you help me to deliver the survey to the respondents You are home where I know I can come whenever I need a true love And thank to you, I know where my own value begins To all of them, I dedicate this thesis iii TABLE OF CONTENTS ACKNOWLEDGEMENT iii LIST OF TABLES vi LIST OF FIGURES vii ABSTRACT ix CHAPTER I I BACKGROUND AND RATIONALE II RESEARCH OBJECTIVES: III SIGNIFICANCE OF THE RESEARCH IV LIMITATIONS OF THE RESEARCH RESEARCH SCOPE V VI THESIS STRUCTURE VII RESEARCH TIMELINE CHAPTER II RELATIONAL THEORIES I Advertising appeals Humor appeal and its effect on audience 11 Music in advertising 17 THE CONCEPTUAL MODEL – TRICOMPONENT ATTITUDE MODEL 18 II The cognitive ( or knowledge) component 20 The affective ( or feeling) components 21 The conative ( or behavioral ) component 21 CHAPTER III 23 RESEARCH APPROACH 23 I Quantitative Approach 24 Qualitative Approach 27 CHAPTER IV 31 iv I SUMMARY OF BEER MARKET IN VIETNAM 31 II INTRODUCTION OF VBL Ltd AND HEINEKEN BEER 32 CHAPTER V 34 I RESPONSE RATE 34 II DEMOGRAPHICS OF SAMPLE 34 III OBJECTIVE 42 Elements in TVC of beer brand influence on cognitive ( or knowledge) component 42 Elements in TVC influence on affective ( or likability) component 46 Elements in TVC influence on conative ( or behavioral) component: 49 IV OBJECTIVE 51 Influence of TVC’s humor appeal on cognitive ( or knowledge) component 51 Influence of TVC’s humor appeal on affective ( or likability) component 54 Influence of TVC’s humor appeal on conative ( or behavioral) component 56 Testing the relationship between three components of attitude 59 Compare the difference between male and female 60 Comparing conative ( or behavioral) component of attitude among income groups 63 OBJECTIVE 66 V Reasons to like Heineken’s TVC 66 General evaluation towards Heineken’s TVC 67 VI OBJECTIVE 69 CHAPTER VI 73 I CONCLUSION 73 II RECOMMENDATION 76 REFERENCES 79 APPENDIX A 83 APPENDIX B 91 APPENDIX C 97 APPENDIX D 98 v LIST OF TABLES Table 1:Research timeline Table 2: Measurement 25 Table 3: Response rate 34 Table 4: Frequency distribution by gender of respondents 35 Table 5: Frequency distribution by age of respondents 36 Table 6: Frequency distribution by marriage status of respondents 37 Table 7: Frequency distribution by occupation of respondents 38 Table 8: Frequency distribution by monthly income of respondents 38 Table 9: Frequency of watching TVC of respondents 39 Table 10: Frequency of beer brands being watched in TVC 40 Table 11: Descriptive statistics of elements impact cognitive component 42 Table 12:Descriptive statistics of elements impact affective component 46 Table 13: Descriptive statistics of elements impact conative component 49 Table 14: Reliability Statistics of Cognitive component 51 Table 15: Item-Total Statistics 52 Table 16: Descriptive statistics of cognitive component 52 Table 17: Reliability Statistics of affective component 54 Table 18: Descriptive statistics of affective component 54 Table 19: Reliability Statistics of conative component 56 Table 20: Item-Total Statistics 56 Table 21: Descriptive statistics of connative component 57 Table 22: Correlation matrix 59 Table 23: Group Statistics 61 Table 24: Independent Sample T-test 62 Table 25: Test of Homogeneity of Variances 64 Table 26: ANOVA 64 Table 27: Frequency of reasons to like Heineken 66 Table 28: Descriptive statistic of current opinion towards Heineken TVC 67 Table 29: Descriptive statistics on respondent’s perception toward humorous TVC 70 Table 30: Post-hoc Test 98 vi LIST OF FIGURES Figure 1: A simple Representation of the Tricomponent Attitude Model 19 Figure 2: A model of attitude formation theory of Eagly and Chaiken, 1993 20 Figure 3: Research Design – Triangulation approach 23 Figure 4: The percent of consumption of 10 leading beer brands in Vietnam, 12/2010 32 Figure 5:The percent of production market share of brewery producers in Vietnam 2010 33 Figure 6: Percentage by gender of respondents 35 Figure 7: Percentage by age of respondents 36 Figure 8: Percentage by marriage status of respodents 37 Figure 9: Percentage by occupation of respondents 38 Figure 10: Percentage by monthly income of respondents 39 Figure 11: Percentage by frequency of watching TVC 40 Figure 12: Percentage of beer brand watched through TVC 41 vii “Across history from Aristotle to Freud… thoughtful and sensitive people have always sought an understanding of the problem of humor Humor is an inherently mysterious and interesting phenomenon which pervades human life” Veatch T C., 1998 viii ABSTRACT Advertising nowadays is not simply a tool to increase sales for any products, but it is also an effective way producers in all over the world use to communicate to their target customers by delivering their products’ messages It explains why advertising appeal is one of very important part in any successful advertising campaign A right and suitable advertising appeal is completely able to create an unexpected success to product brand In reality, it is clearly to see that many advertisements evoke customers interest by using humorous factors Humor is one of the most commonly employed communication strategies in advertising (Aldan D L et al,2000) There are also a lot of studies and researches about the impact of humor on consumer’s attitude, however it is still spare due to the broad scale of the topic This is the reason for this paper to study thoroughly and to discover more findings on this topic by using the academic theory as well as model of attitude formation of Eagly and Chaiken (1993), the Tricomponent attitude model, to explore the impact of humor appeal in TVC on consumer’s attitude toward the advertised brand This research aims at investigating the impact of humor appeal in TVC on consumer’s attitude through three components, cognitive, affective and conative component of Tri-component attitude model By applying the triangulation approach which allows to combine both quantitative and qualitative method, the data are collected through surveys and in-depth interviews Furthermore, the findings of the study will help to review the advertising strategy of Heineken in Vietnam market Although there still exists some limitations, the study is also proposed many applicable recommendation and suggestion to enhance Heineken’s advertising success especially ix in Vietnam market CHAPTER I INTRODUCTION I BACKGROUND AND RATIONALE Advertising nowadays is one of the greatest ways for producers to communicate with their customers and other stakeholders Most of things in daily life are all advertised, largely range from the high involvement items such as cars, wine, and jewelry to necessaries such as food and hygiene products, from tangible to intangible offerings such as insurance, travelling and warranty services and so forth The diversity as well as continuous impact coming from advertising makes producers not be affordable to ignore investing on this promotional element Talking about development trends in the world, in the latest report in year 2001-2006, a study of America Advertising Federation (AAF) and the magazine Advertising Agenda reported that in fact, the advertising industry is very stable growth with revenue growth averaging 4.2 per year with total income before tax estimated about $ 350 billion ( calculated for 100 leading advertising companies as Advertising Agenda selected), possesses the labor force up to tens of millions of people all over the world (AAF), and contributed to the growth of many famous brands worldwide In Vietnam, the advertising industry is developing in an intimate relationship with the development of the economy The total industry revenue reached $ 300 million in 2006 while in 2001 it was only $107, million (equal to 1/45 compared to 18 billion USD in Chinese and 1/20 of billion USD in Thailand ) As reported by market research Xin vui lòng cho biết ý kiến bạn nhận định bên theo thang điểm từ 15 Trong đó: 1=hoàn toàn không đồng ý, 2=không đồng ý, 3=phân vân, 4=đồng ý, 5=hoàn toàn đồng ý Hoàn toàn không đồng ý Hoàn toàn đồng ý Thông qua (các) đoạn quảng cáo xem, NHẬN THỨC thương hiệu (những)loại bia nhờ: Nội dung thông tin sản phẩm quảng cáo Nội dung cảm xúc mà mang lại ( vui nhộn, hài hước, buồn,sợ hãi, …) Phần âm nhạc quen thuộc Diễn viên quảng cáo Thông điệp quảng cáo Màu sắc chủ đạo đặc trưng sản phẩm Tôi cảm thấy THÍCH thương hiệu bia quảng cáo vì: Nội dung thông tin sản phẩm quảng cáo Nội dung cảm xúc mà mang lại ( vui nhộn, hài hước, buồn,sợ hãi, …) Phần âm nhạc quen thuộc Diễn viên quảng cáo Thông điệp quảng cáo Màu sắc chủ đạo đặc trưng sản phẩm Sau xem (những )quảng cáo trên, (từng) có ý định muốn MUA/ DÙNG(THỬ) thương hiệu bia vì: Nội dung thông tin sản phẩm quảng cáo Nội dung tình cảm/cảm xúc mà mang lại ( vui nhộn, hài hước, buồn,sợ hãi, …) Phần âm nhạc quen thuộc 85 Diễn viên quảng cáo Thông điệp quảng cáo Màu sắc chủ đạo đặc trưng sản phẩm PHẦN Câu hỏi giúp xác định Ý KIẾN CHUNG CỦA ANH/CHỊ ĐỐI VỚI QUẢNG CÁO HÀI HƯỚC qua nhận định bên Trong đó, 1=hoàn toàn không đồng ý, 2= không đồng ý, 3=phân vân, 4=đồng ý, 5= hoàn toàn đồng ý Hoàn toàn không đồng ý đồng ý Hoàn toàn “ Đối với tôi, quảng cáo xem vui/hài hước là…” Quảng cáo có chứa tình tiết bất ngờ, không đoán trước Quảng cáo có chứa yếu tố thể châm biếm, mỉa mai Quảng cáo có sử dụng hình ảnh nóng bỏng ngụ ý liên quan đến vấn đề nhạy cảm Quảng cáo có tình tiết chọc cười gây cười Quảng cáo mà lời thoại hay từ ngữ sử dụng hình thức chơi chữ mang nhiều ý nghĩa khác nhau, gây cười Quảng cáo có sử dụng tình tiết phóng đại, khuếch trương mức chất việc nhằm gây cười Quảng cáo có âm nhạc lồng ghép cách hài hước Quảng cáo mà diễn xuất, điệu bộ, tạo hình diễn viên thể yếu tố hài hước, 86 PHẦN Xin mời anh/chị xem qua đường link đính kèm clip quảng cáo trước đến bảng câu hỏi " Walk- in fridge" ( Xin vui lòng copy đường link để xem qua clip bạn trực tiếp click vào link bên dưới) Link 1: http://www.youtube.com/watch?v=S1ZZreXEqSY&feature=related or Link 2: http://www.youtube.com/watch?v=1hYEKXE-4d0 Anh/chị có nhận quảng cáo hãng bia không? Chọn câu lời phù hợp Bia Heineken Bia San Miguel Tiger Beer Bia Budweiser Bia Bud Light Bia Halida Bia Saigon Bia Huda Bia 333 Bia Hà Nội Xin vui lòng cho biết ý kiến nhận định sau THÁI ĐỘ anh/chị sau xem clip quảng cáo HEINEKEN, theo thang điểm từ -5 Hoàn toàn không đồng ý Items Hoàn toàn đồng ý Yếu tố nhận thức Tôi ý nhiều đến thương hiệu bia Hieneken nhờ vào tính hài hước clip quảng cáo Sự vui nhộn, dí dỏm khiến nhớ đến thương hiệu bia Heineken nhiều Yếu tố hài hước nguyên nhân khiến cho thương hiệu bia Heineken trở nên khác biệt dễ nhận biết 87 Yếu tố cảm xúc/tình cảm Tôi cảm thấy thích thương hiệu bia Heineken thương hiệu bia khác quảng cáo hài hước Tôi cảm thấy ủng hộ thương hiệu bia Heineken nhiều quảng cáo mang lại hài hước, vui nhộn Yếu tố hành động Sự hài hước khiến có ý định muốn thử dùng bia Heineken Tôi mong muốn sở hữu sản phầm nhiều sau coi quảng cáo Tôi mua bia Heineken sau xem đoạn quảng cáo PHẦN Xin vui lòng cho biết ý kiến anh/chị từ đoạn quảng cáo vừa xem Những câu hỏi bên giúp xác định QUAN ĐIỂM HIỆN TẠI anh/chị quảng cáo thương hiệu bia HEINEKEN Xin tick vào ô thể lựa chọn Có thể chọn nhiều lựa chọn lúc Những yếu tố khiến bạn cảm thấy thích ấn tượng quảng cáo Heineken là… Tính vui nhộn mà Heineken tạo quảng cáo Màu sắc chủ đạo đặc trưng , dễ nhận diện Sự sáng tạo nội dung quảng cáo Quảng cáo miêu tả phong cách người tiêu dung Thông điệp truyền tải dễ hiểu Quảng cáo thể tâm lý khách hang Diễn viên với diễn xuất đa dạng Ý kiến khác ( xin vui lòng ghi rõ ý kiến bạn bên dưới): …………………………………………… 88 Xin vui lòng chấm điểm nhận định bên theo thang điểm từ 1: Hoàn toàn không đồng ý - 5: Hoàn toàn đồng ý Hoàn toàn không đồng ý đồng ý Items Hoàn toàn Nhìn chung, cho (những) quảng cáo Heineken Heinekn có quảng cáo độc đáo luôn thu hút người xem Quảng cáo Heneiken cần tập trung vào yếu tố tâm lý hài hước, gợi sang tạo, trẻ trung… Quảng cáo Heineken nên đưa thêm thông tin sản phẩm Heineken nên tạo thêm quảng cáo gợi cảm động Heineken không cần thay đổi phong cách quảng cáo Heineken cần làm nhiều phong cách quảng cáo ( vui lòng trả lời them câu kế tiếp) Anh/chị có đưa lời khuyên cho TVC bia Heineken nói chung hay loại bia nói riêng để giúp quảng cáo thú vị có ích cho anh/chị người tiêu dùng không? PHẦN Thông tin cá nhân Giới tính bạn là: Tình trạng hôn nhân Nam Độc than Nữ Đã có gia đình 89 Từng lập gia đình Tuổi Thu nhập hàng tháng Nghề nghiệp 18-22 Dưới triệu Sinh viên ĐH 23-35 Từ 5-10 triệu Đang làm 36-50 Từ 11-20 triệu Trên 50 Trên 20 triệu XIN CHÂN THÀNH CẢM ƠN SỰ ĐÓNG GÓP TỪ ANH/CHỊ DỮ LIỆU SẼ ĐƯỢC CHÚNG TÔI XỬ LÝ ĐỂ PHỤC VỤ BÀI NGHIÊN CỨU CHÚC ANH/CHỊ MỘT NGÀY HỌC TẬP VÀ LÀM VIỆC HIỆU QUẢ 90 APPENDIX B: Questionnaire in English THE IMPACT OF HUMOR APPEAL IN TVC ON CONSUMER’S ATTITUDE TOWARDS BEER BRAND A CASE OF HEINEKEN BEER PART 1 You live in: HCM City Other regions How often you watch TVC? Over times/week 2-7 times per week Less than times per week Never watch Have you ever watched any beer TVC? Yes Not yet What ‘s kind of beer brand that you ever watched? Heineken San Miguel Tiger Beer Budweiser Bud Light Halida beer Saigon Huda beer 333 Hanoi Beer Others ( please specify) Have you ever drunk Heineken beer? 91 Yes Not yet Besides the product price, quality and distribution , does TVC have impact on your attitude? Yes No I have more knowledge about certain beer brand due to its TVC I like/support a certain beer brand due to its TVC I buy/ try a certain beer brand because its TVC push me PART Besides the product price, quality and distribution, how does elements in TVC influence your attitude towards advertised beer brand? Please indicates how much you agree with the following statements ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) I have knowledge about beer brand advertised in TCV because of … Its emotional content Its emotional content (funny, humorous, touching ) Its music Its actors/actress Its significant color theme Its message I like the brand of beer advertised in TVC because of … Its emotional content Its emotional content (funny, humorous, touching ) 92 Its music Its actors/actress Its significant color theme Its message I will (used to) intend to buy/try beer brand advertsied in TVC because of… Its emotional content Its emotional content (funny, humorous, touching ) Its music Its actors/actress Its significant color theme Its message PART General idea about humorous TVC Please indicate how much you agree with these following statements ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) To me, a humorous TVC is ad contenting suprise or unpredicted events/details To me, a humorous TVC is ad contenting satire or sarcastic events/details To me, a humorous TVC is ad contenting sexual or "hot" events/details To me, a humorous TVC is ad contenting jokes To me, a humorous TVC is ad contenting pun script To me, a humorous TVC is ad contenting exaggerative events/details, sometimes unreasonable 93 To me, a humorous TVC is ad contenting music that is embedded humorously To me, a humorous TVC is ad in which performance/gesture or portray of actors/actresses is funny PART Please access the following hyperlink to watch sample TVC before continuing the questionnaire Link 1: http://www.youtube.com/watch?v=S1ZZreXEqSY&feature=related or Link 2: http://www.youtube.com/watch?v=1hYEKXE-4d0 Which is brand of beer advertised in this video clip? Heineken San Miguel Tiger Budweiser Bud Light Halida Saigon Huda 333 Hanoi Please indicate how much you agree with the following statements about your attitude after watching the Heineken TVC above ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) Items Cognitive ( or knowledge) component I pay more attention to the brand Heineken due to the humor in this TVC The humor or funiness makes me remember about the brand Heineken Humor in TVC is a factor make Heineken become more different and more recognizable Affective ( or likability) component 94 I prefer the brand Heineken than other brands due to its humorous TVC I support more the brand Heineken due to its humorous TVC Conative ( or behavioral) component The humor in TVC of Heineken (used to/ will) make me intend to try Heineken beer I expect to own Heineken beer more after watching this TVC I will drink Heineken beer after watching this TVC I will buy Heineken beer after watching this TVC PART Please indicate how much you agree with the statements about the shown TVC above ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) I like Heineken TVC because … T he humor created in each ad I like Heineken TVC because of the recognizable and significant color theme of Heineken The creative content I like Heineken TVC because it desbrides well the consumers' style I like Heineken TVC because of the delivered message I like Heineken TVC because it matches consumers' psychology I like Heineken TVC because of the diversified performance of actors/actresses Others ( please specify)………………………………… …………….………………………… Please indicate how much you agree with the statements about the shown TVC above ( 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree) Items I think current Heineken TVC is unique and 95 attractive I think current Heineken TVC only need to focus creating emotional or feeling factors I think current Heineken TVC should mention more information of the product I think current Heineken TVC should create more touching ads I think current Heineken TVC does not need to change anything I think current Heineken TVC should renew its advertising way Do you have any recommendation or suggestion towards TVC of Heineken beer or others brand in order to improve and develop it performance? Please specify: ………………………………………………………………………………………… ………………………………………………………………………………………… PART Gender Marriage status Male Single Female Married Used to get married Age Monthly Income Occupation 18-22 Under mil VND Student 23-35 5-10 mil VND Employee 36-50 11-20 mil VND Over 50 Over 20 mil VND THANK YOU SO MUCH FOR YOUR CONTRIBUTION 96 The wife introduces her brand new house and an amazing closet to her girl friends with their great admiration These girls are yielding happily while resounding loudly from their men The girls are wondering what is happening, when in the next room, the husband is also introducing his own full-of-Heineken-closet to his friends with their extreme admiration and happiness APPENDIX C: Illustration for sample Heineken TVC 97 APPENDIX D: Table 30: Post-hoc Test Dependent Variable:Conative_humor 95% Confidence Interval Mean Tukey HSD (I) Monthly Income (J) Monthly Income 5-10 million VND Under million VND -.18679 18830 754 -.6750 3014 11-20 million VND -.33494 52654 920 -1.7000 1.0301 Over 20 million VND -.16827 52654 989 -1.5334 1.1968 5-10 million VND 18679 18830 754 -.3014 6750 11-20 million VND -.14815 54976 993 -1.5734 1.2771 Over 20 million VND 01852 54976 1.000 -1.4068 1.4438 5-10 million VND 33494 52654 920 -1.0301 1.7000 Under million VND 14815 54976 993 -1.2771 1.5734 Over 20 million VND 16667 73759 996 -1.7456 2.0789 5-10 million VND 16827 52654 989 -1.1968 1.5334 Under million VND -.01852 54976 1.000 -1.4438 1.4068 11-20 million VND -.16667 73759 996 -2.0789 1.7456 Under million VND -.18679 17184 699 -.6481 2745 11-20 million VND -.33494 71577 960 -5.1791 4.5092 Over 20 million VND -.16827 37058 963 -2.5248 2.1883 Under million VND 11-20 million VND Over 20 million VND Games-Howell 5-10 million VND Difference (I-J) 98 Std Error Sig Lower Bound Upper Bound Under million VND 11-20 million VND Over 20 million VND 5-10 million VND 18679 17184 699 -.2745 6481 11-20 million VND -.14815 72876 996 -4.7221 4.4259 Over 20 million VND 01852 39508 1.000 -1.9902 2.0273 5-10 million VND 33494 71577 960 -4.5092 5.1791 Under million VND 14815 72876 996 -4.4259 4.7221 Over 20 million VND 16667 79931 996 -3.7131 4.0464 5-10 million VND 16827 37058 963 -2.1883 2.5248 Under million VND -.01852 39508 1.000 -2.0273 1.9902 11-20 million VND -.16667 79931 996 -4.0464 3.7131 99 [...]... attitude components - To discover if TVC s humor appeal can influence on audience’s attitude towards brand beer Heineken - To understand target audience’s current opinion towards TVC of Heineken - To support applicable recommendation for Heineken in improving its TVC s humor effect on target audience ‘s attitude III SIGNIFICANCE OF THE RESEARCH There is a large number of research studies on humor appeal. .. Vietnamnet in 2005 Therefore marketing strategies and activities of Heineken beer mainly focus on target consumers in HCMC Secondly, because the research focuses to study on impact of humor appeal on consumer’s attitude including cognitive, affective and conative approach, so other components of advertising such as rational appeal, visual and audio factors as well as other behavioral dimensions of consumers... thoroughly in this research V RESEARCH SCOPE: 5 This research thesis studies the existing impacts , if any, of humor appeal used in TV advertising on consumer’s attitude toward beer brands More specifically, the case of Heineken beer TVC in Vietnam will be examined in more details for the purpose of this study Although Heineken beer uses many global TVC for various countries, including Vietnam, this thesis... (1972) This intensity factor has two dimensions: the intensity of the humor and the intensity of the surrounding message Bryant and the colleagues examined the difference in the level of humor and found out that the use of low levels of humor provided the same level of persuasion as no humor use, whereas the extensive use of humor would create detrimental to persuasion The study of Markiewitz in 1972,... examined the intensity of the 16 surrounding message and revealed that the addition of humor to a low intensity soft sell approach supported the level of persuasive, while the addition of humor to a hard sell approach actually harmed persuasion The intensity factor of humorous message appeared to have certain effect on level of persuasion However, since the limitation of works on this area, absolute conclusion... study only the impact of Heineken s TVC in Vietnam market Also, due to the limit in labor as well as geographical capability mentioned above, all interviews are done in boundary of HCM city In addition, the results and findings withdrawn from this research study will be used as material to help Heineken have a deeper view on the impact of their current advertising strategy on Vietnamese consumers Heineken. .. service In another study in 2003, Kotler also divided advertising into two categories, rational appeal and emotional appeal 9  Rational Appeal To meet the varying demands of their target consumers, advertisers commonly use rational appeal and emotional appeal in their advertising in an attempt to influence consumer behavior (Chu, 1996) Stafford and Day ( 1995) defined rational appeals a presentation of. .. jingle of the song Quando Quando The most recent Heineken beer advertisement named The Entrance’ is evaluated as highly creative and humorous with meaningful message As 2 the consequence, the significance in advertising of Heineken becomes it own differentiation to distinguish with other competitors as well as to increase the brand equity Heineken is a typical illustration about the success in using humor. .. results on drawing people's attention In a laboratory test of attention effects of humor in advertising, Speck compared humorous advertisements with nonhumorous with four attention measures, naming initial attention, sustained attention, projected attention and overall attention, He also found that humorous advertisements outperform non-humorous advertisements on each of these attention measures  Humor appeal. .. Nelson 1985) Since the likability toward an advertisement is strongly mediating the likability to a brand and even the choice of brand, so in the research of Cheng and Duo about “ The Advertising Effectiveness of projecting humor element in to sexual appeal , they stated that the use of humorous elements can enhance the favorable attitude towards the advertised brand Biel and Bridgwater's study in 1990,