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2.8.1 Entertainment Advertising represents a substantial proportion of all media content. Hence, consumers are more likely to reach a positive evaluation of an ad when they need it entertaining (Ducoffe F, 1995). According to uses and gratifications theory, the entertainment value of advertising content lies on its ability to fulfill consumer needs for escapism, diversion, aesthetic enjoyment or emotional release (McQuail, 1983, Journal of Advertising research 1996 Ducoffe). Enter- tainment reflects whether an ad is perceived to be pleasant or likable. Previous studies of Mitchell and Olson showed that entertaining advertising can fulfill audience needs for escapism, diversion, aesthetic enjoyment, or emotional release. The authors aimed it has a positive impact on consumers’ attitudes toward the advertising and correspondent brands (1981). Advertising entertainment represents the likability of an advertisement, as well as the pleasure and enjoyment consumers, derive from the advertisement (Zhou Bao 2002). Advertisements are likely to be utilized to fulfill consumers' hedonic needs (Rodgers Thorson 2000), thus developing likability, and creat- ing pleasure and enjoyment (Pollay Mittai 1993). Such a process is regarded as a means of entertainment (Zhou Bao 2002). The ability of an advertisement to entertain is identified as one of the main factors that can affect the effective- ness of advertising in establishing an emotional link between a brand message and consumers (Wang Sun 2010) (Van -Tien Dao, 2014). Due to Korgaonkar and Wolin social escapism motivation refers to consum- ers’ motives of using the Web as a relaxant to relieve day-to-day boredom and stress (1999). Also, Webster, Trevino, and Ryan agree that the high vividness of Web advertising, hence, can attenuate users’ fatigue and bring them the sense of enjoyment (1993). 34PDF Image | YouTube as an advertising platform
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