In March 2009, Kia Motors America aired a fun little ad for its Soul model car. To evoke the drab mindlessness of the typical daily commute, it showed roads filled with hamster wheels. When a Soul drove up alongside one and its window slid down, the hamsters in the car, chilling to their hip tunes, showed everyone "a new way to roll." Kia has stuck with the hamsters since, and in every outing they're funny but not uproariously so. New research suggests that might be key to their product-selling success. (The campaign is credited with spurring multiple years of double-digit growth in Kia's U.S. sales.) According to the marketing scholars Thales Teixeira, Rosalind Picard, and Rana el Kaliouby, who used web-based facial tracking to gauge consumer responses to various humorous ads, "excessive amounts of entertainment" tend to backfire and actually reduce an ad's persuasiveness.
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机译：2009年3月，起亚汽车美国公司为其Soul模型车播出了一个有趣的小广告。为了唤起典型的日常通勤的单调乏味，它显示出充满仓鼠轮的道路。当一辆灵魂驶向旁边，车窗滑下时，车里的仓鼠冷酷地听着嘻哈音乐，向所有人展示了“一种新的滚动方式”。起亚从那以后一直坚持仓鼠，在每次郊游中它们都很有趣，但并不是那么令人讨厌。新的研究表明，这可能是其产品销售成功的关键。 （该运动被认为是起亚在美国的销量连续多年实现两位数增长。）根据市场研究学者Thales Teixeira，Rosalind Picard和Rana el Kaliouby的研究，他们使用基于网络的面部跟踪来评估消费者对各种幽默的反应。广告，“过多的娱乐”往往适得其反，并实际上降低了广告的说服力。
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