Humor in the advertising business : theory, practice, and wit / Fred K. Beard.

Format:

Book

Author/Creator:

Beard, Fred K., 1957-

Language:

English

Subjects (All):

Wit and humor in advertising.

Physical Description:

xiv, 205 pages : illustrations ; 23 cm

Place of Publication:

Lanham : Rowman & Littlefield, [2008]

Summary:

Fred Beard's Humor in the Advertising. Business offers any reader who studies, teaches, creates, approves, or simply enjoys funny advertising a concise yet thorough exploration of how advertising humor works and what advertisers hope to accomplish with it. As one of advertising's most frequently used message tactics (.U.S. advertisers alone may spend as much as $60 billion a year hoping they can make their audiences laugh!), humor is an admittedly complicated topic: One viewer may react very differently from another to the same ad-or an ad may get a laugh but not make a sale.

Featuring dozens of the world's funniest ads, insights from advertising's most successful creative strategists and artists, and decades of academic research, Humor in the Advertising Business presents an exploration of the whimsical side of modern advertising. Beard delivers more than a dry explanation of advertising humor. Readers who have chuckled or even laughed out loud at an advertiser's wit will find a highly readable homage here.

Contents:

Historic attempts at advertising humor

Theoretically, what's so funny?

Why typology is a funny word

How does silly sell?

When humorous ads aren't funny

Campaigns that made audiences laugh

and buy.

Notes:

Includes bibliographical references (pages 183-188) and index.

ISBN:

9780742554252

0742554252

9780742554269

0742554260

OCLC:

79861393