Male (N = 90) and female(N = 90) Ss were shown either 12 humorous or 12 serious TV commercials and were asked to rate each commercial on six 7-point personal feelings scales as well as on a 6-point evaluative (like-dislike) scale. The Ss were then shown the purported evaluative responses of a same-sex stranger which were .17, .50, or .83 similar to their own. Analysis of the personal feelings scales indicated expected differences (p < .001) in affect associated with the two sets of commercials. Females who viewed the serious commercials evidenced greater attraction toward the stranger than did females who saw the humorous commercials (p < .05). The similarity attraction function for males in the humorous condition had a greater slope and a lower y intercept than the similarity attraction function for males in the serious condition. A factor analysis of female affective responses to five socially relevant commercials in the serious set suggested the operation of two affective dimensions, one of which appeared to reflect feelings of social concern.