A CONCEPTUAL INVESTIGATION OF ABSURDISM IN PRINT ADVERTISING: ITS PHILOSOPHICAL ROOTS

Resumo

The effects of absurd ads on consumers have not been investigated even though absurdism is often used by advertisers. The author suggests that absurdism fits within the marketing literature on pictorial stimuli. To begin the process of enhancing our understanding of absurdism, this study describes absurdism’s philosophical roots and its use in the disciplines of art, literature, and finally, advertising. In addition, relationships between the domain of absurdism and other constructs (e.g., surrealism, allegory, anthropomorphism, and hyperbole) are discussed. Within this section, the construct of absurdism is defined and theoretical mechanisms for the possible impact of absurd images are identified.