Publicidad con enfoque humorístico versus formal: estudio comparativo del efecto en la actitud hacia la marca de centros de medicina estética en Cuenca

Abstract

The style of advertising messages is a key component in the communication of aesthetic medicine services. In this context, the use of humor as a communicative resource generates debate due to its possible incongruence with the medical nature of the service. This study comparatively analyzes the effect of a humorous advertising approach versus a formal one on brand attitude toward aesthetic medicine centers in the city of Cuenca. The objective of the research was to evaluate how both advertising styles influence the cognitive, affective, and behavioral dimensions of brand attitude. A quantitative approach with a quasi-experimental design was employed, applying audiovisual stimuli to a sample of young individuals belonging to Generation Z. Data collection was carried out through a structured questionnaire administered in a pretest and posttest format. The results show that the humorous approach generates greater emotional activation and a more favorable behavioral predisposition, particularly in purchase and recommendation intentions, while no significant differences were observed in credibility, message comprehension, or perceived professionalism compared to the formal approach. It is concluded that humor can be a communicatively valid resource in aesthetic medicine when applied strategically. The findings are limited to the urban context of Cuenca and to a specific age group.