Older Adults’ Recalled Memorable Messages about Aging and Their Associations with Successful Aging

Using the Communicative Ecology Model of Successful Aging (CEMSA), this study examined how one’s own age-related communication and memorable message characteristics indirectly predict successful aging, via aging efficacy. Older adults with higher dispositional hope recalled memorable messages as (a) higher in positivity, (b) higher in efficacy, and (c) more likely to contain a theme of aging not being important or being a subjective state that can be overcome with the right mindset. Older adults were classified as engaged, bantering, or disengaged agers, based on their own age-related communication. Uniquely for CEMSA’s development and the blended role of hope theory within it, memorable message efficacy indirectly predicted greater successful aging, via heightened aging efficacy.

Humor in Advertising

Creating good advertising message is very important segment in the promotion of a company. Companies use different advertising appeals to encourage consumers to buy products and services. Humor is one of those advertising appeals. The first task of humor is to attract the consumers’ attention through an interesting, entertaining, provocative, unexpected, sudden and memorable message. Humor aims to help consumers in decision-buying process. However, humor can cause negative side effects if it insults, is used in inappropriate manner or is too excessive. Recent studies show that companies are successful if they use “intelligent” humor that is related to the products’ nature and function. The purpose of this paper is to present the attitude of consumers towards the humorous advertisements and to explore the concept and usage of humor in advertising to find out its impact on consumer’s purchase decision.