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Humor in advertising : a comprehensive analysis / Charles S. Gulas and Marc G. Weinberger.
- Format:
- Book
- Author/Creator:
- Gulas, Charles S., 1962-
- Language:
- English
- Subjects (All):
- Wit and humor in advertising.
- Physical Description:
- 1 online resource (256 p.)
- Edition:
- 1st ed.
- Place of Publication:
- Armonk, N.Y. : M.E. Sharpe, Inc., c2006.
- Summary:
- Draws on serious research on the use of humor from the fields of Advertising and Marketing, as well as Psychology, Mass Media, and Communications Studies. This book is intended for scholars and researchers in the field, as well as for advertising agency account planners and creative directors.
- Contents:
- Intro
- Contents
- Tables, Figures, and Exhibits
- Preface and Acknowledgments
- 1 History of Humor in Advertising
- Humor Pioneers
- Growth of Humor in Advertising
- History of Research on Humor in Advertising
- Analysis of Research on Humor in Advertising
- Notes
- 2 What Is Humor? And How Does It Work?
- What Mechanism Explains How Humor Works?
- What Makes Humor Work? Enabling Factors
- Integrating Humor: A Challenge Framework
- 3 Audience Factors
- Components of Humor
- Demographic Factors
- Culture, Subculture, and Ethnicity
- Psychographic Factors
- Other Individual-Level Factors
- Paradox of Humor
- Note
- 4 Media and Humor
- Using Humor in Different Media
- Where Is Humor Effective?
- 5 Product Type and Humor
- An ELM Explanation of How Humor Works in Advertising
- Using Humor With Different Products
- Conclusion
- 6 Humor Type and Message
- The Broad View of Humor
- Types of Humor
- Communication Goals and Humor
- 7 Context Issues
- The Importance of Context in Advertising
- Source Context
- Media Context: Humor in Advertising and Advertising in Humor
- Micro-Social Context
- Macro-Social Context
- Ad-Induced Context
- 8 Research Methodology Issues
- Advertising Research
- Doctoral Dissertation Research Methodology
- Lab Studies Versus Field Studies
- Audience Factors
- Product Factors
- Comparable Executions
- Context Issues
- Attempted Humor Versus Perceived Humor
- Wear Out Revisited
- 9 Entertaining Some- Offending Others
- Entertaining Some
- Offending Others
- 10 General Conclusions and Research Directions
- How Humor Works
- What Humor Can Do
- What Humor Cannot Do
- What We Do Not Know: Directions for Future Research
- Parting Words
- Bibliography
- Name Index
- Subject Index
- About the Authors.
- Notes:
- Description based upon print version of record.
- Description based on publisher supplied metadata and other sources.
- Includes bibliographical references (p. 207-224) and indexes.
- ISBN:
- 1-280-91265-0
- 9786610912650
- 0-7656-2152-5
- OCLC:
- 437183461
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