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by Marc G. Weinberger,Charles S. Gulas

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Author: Marc G. Weinberger,Charles S. Gulas
ISBN: 0765616130
Language: English
Pages: 240 pages
Category: Marketing & Sales
Publisher: M.E.Sharpe (April 30, 2006)
Rating: 4.9
Formats: mobi lrf azw mbr
FB2 size: 1164 kb | EPUB size: 1963 kb | DJVU size: 1587 kb

Charles S. Gulas, Marc G. Weinberger. Библиографические данные. Humor in Advertising: A Comprehensive Analysis.

Charles S. Charles S.

Humor in Advertising: A Comprehensive Analysis. Armonk, NY and London: . Article in Journal of Consumer Marketing 24(4):251-251 · July 2007 with 19 Reads. How we measure 'reads'.

Although the use of humor in advertising has its origins in the early days of the business, its widespread use as an advertising strategy is a more recent phenomenon. This is the first book-length.

There are now at least 250 academic works devoted to advertising humour with over 150 articles, dissertations, books, and major conference papers appearing just since 2000.

Humor in Advertising book. Start by marking Humor in Advertising: A Comprehensive Analysis as Want to Read: Want to Read savin. ant to Read. CS Gulas, MG Weinberger. Humor in US versus UK TV commercials: A comparison. MG Weinberger, HE Spotts

Humor in advertising: A comprehensive analysis. The effects of humor on attention in magazine advertising. TJ Madden, MG Weinberger. Journal of Advertising 11 (3), 8-14, 1982. MG Weinberger, HE Spotts. Journal of Advertising 18 (2), 39-44, 1989. Humor in advertising: A practitioner view. The use and effect of humor in different advertising media.

The study on 97 Television ads used in major US and Mexican networks, conduct a content analysis on Four humor styles.

Alden, Dana L; Hoyer, Wayne D. Alden, Dana L; Hoyer, Wayne D; Lee, Choi. An Examination of Cognitive Factors Related to Humorousness in Television Advertising. The study on 97 Television ads used in major US and Mexican networks, conduct a content analysis on Four humor styles. US ads are more affiliative, aggressive and self defeating humor than compared to Mexican commercials, also analyzed on Power distance, Individualism, Masculinity and uncertainity avoidance.

Marc Weinberger, Charles S. Gulas. Gulas, Marc Weinberger. Gulas, Wright State University - Main Campus Follow Marc G. Gulas, C. & Weinberger, M. G. (2006). Although the use of humor in advertising has its origins in the early days of the business, its widespread use as an advertising strategy is a more recent phenomenon. Armonk, New York: .

Although the use of humor in advertising has its origins in the early days of the business, its widespread use as an advertising strategy is a more recent phenomenon. This is the first book-length, fully integrated discussion [illegible] this popular advertising technique. Well written and filled with interesting examples, Humor in Advertising draws on extensive serious research [illegible] the use of humor from the fields of Advertising and Marketing, as well as Psychology, Mass Media, and Communications Studies. The authors are careful to point out not only the benefits, but also the potential in advertising's attempts at humor, as advertisers continue to use humorous message to break through the [illegible] of proliferating ads, and the line between advertising and entertainment is further blurred. No other book provides such a comprehensive and wide-angled analysis of this important topic. It is essential reading for scholars and researchers in the field, as well as for advertising agency account planners and creative directors.