The role of humor in television advertisement: A study regarding Portuguese consumers’ emotions and reactions

The purpose of this study is to explore the humorous side of television advertisement and its impact on Portuguese consumers’ hearts, minds and wallets. Both qualitative (through in-depth interviews) and quantitative (through an on-line survey and subsequent statistical data analysis) methods were used, guaranteeing a more consistent, strong and valid research. Twenty-five interviews with randomly chosen consumers were conducted face-to-face and three interviews via e-mail with marketers and television advertisers were performed in order to explore profoundly the subject. Moreover, 360 people have answered the on-line survey. Through the analysis of the data collected humor perception was found to be positively correlated with persuasion and intention to purchase the product; intention to share the advert; message comprehension; product liking and development of positive feelings towards the brand and brand credibility variables. The main implication of these findings relies on the fact that humor in advertising is able to boost its effectiveness.

Beneath the surface of the heritage enterprise. Governmentality and cultural representation of rural architecture in Portugal

This article focuses on the construction of heritage in rural Portugal. Drawing on anthropological fieldwork in the village of Castelo Rodrigo, it analyses the extensive protection and exhibition of domestic architecture in the framework of a State-led local development programme. By bringing in the messiness of daily practices, the article goes beyond neat theoretical formulations in the study of heritage such as Foucault’s theory of “governmentality” and Kirshenblatt-Gimblett’s notion of “second life as heritage”. It argues that the “conduct of conduct” is actually nowhere near as effective as its theoretical formulation might have us believe, and the second life as heritage suffocates the first life of houses as social habitats for the village population.