This study examines the use of humor in short-form video advertisements on Facebook and TikTok and its relationship to active engagement with the advertising message. The research problem stems from the growing presence of humor in this type of advertising, alongside the need to understand how humor is employed within the advertisement itself and the extent to which it contributes to achieving active engagement with the advertising message, especially in light of the differing characteristics of the two platforms in terms of content presentation, speed of reception, and available forms of user interaction.
The study is based on the assumption that the effect of humor in short-form video advertisements is not determined merely by the presence of a humorous tone, but rather by the way humor is integrated into the structure of the advertisement, the degree to which it is connected to the advertising message, and the nature of the platform through which the advertisement is delivered. The study adopts the descriptive approach, followed by an analytical study of selected short-form video advertisements published on Facebook and TikTok, with the aim of identifying patterns of humor use, comparing the two platforms in the ways humor is presented, and examining its relationship to active engagement with the advertising message.
The study is grounded in a theoretical framework that addresses the use of humor in advertising, its importance and applications, its major patterns, the visual treatment of humor in short-form video advertisements, the platform as a context shaping audience response, and the dimensions of active engagement with the advertising message, as well as platform-based forms of interaction with short-form video ads. The findings indicate that humor contributes to supporting active engagement with the advertising message by attracting attention, facilitating comprehension, and enhancing memorability. However, this effect is not automatic; rather, it depends on how humor is integrated into the advertisement and on the nature of the platform itself. The study also found that a stronger humorous tone does not necessarily lead to a deeper understanding of the advertising message, even though it may be associated with higher levels of visible interaction. The significance of the study lies in its contribution to a more precise understanding of the relationship between humor use and the effectiveness of short-form video advertising across social media platforms.