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| Author | : Marc G. Weinberger |
| Publisher | : |
| Total Pages | : 27 |
| Release | : 1994 |
| Genre | : Advertising |
| ISBN | : 9780704414938 |
| Author | : Marc G. Weinberger |
| Publisher | : Routledge |
| Total Pages | : 298 |
| Release | : 2021-06-21 |
| Genre | : Business & Economics |
| ISBN | : 1000404420 |
Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.
| Author | : Charles S. Gulas |
| Publisher | : M.E. Sharpe |
| Total Pages | : 264 |
| Release | : 2006 |
| Genre | : Business & Economics |
| ISBN | : 9780765636218 |
| Author | : Fred K. Beard |
| Publisher | : Rowman & Littlefield |
| Total Pages | : 224 |
| Release | : 2008 |
| Genre | : Business & Economics |
| ISBN | : 9780742554269 |
Beard's Humor in the Advertising Business offers a concise yet thorough exploration of how advertising humor works. As one of advertising's most frequently used tactics, humor is an admittedly complicated topic. Supported with dozens of the world's funniest ads, insights from creative strategists and artists, and decades of research, Humor in the Advertising Business surveys the whimsical side of modern advertising. Great as a supplemental text in Advertising Principles, Copywriting, and Advertising Strategy courses.
| Author | : Salvatore Attardo |
| Publisher | : SAGE Publications |
| Total Pages | : 985 |
| Release | : 2014-02-25 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 148334617X |
The Encyclopedia of Humor: A Social History explores the concept of humor in history and modern society in the United States and internationally. This work’s scope encompasses the humor of children, adults, and even nonhuman primates throughout the ages, from crude jokes and simple slapstick to sophisticated word play and ironic parody and satire. As an academic social history, it includes the perspectives of a wide range of disciplines, including sociology, child development, social psychology, life style history, communication, and entertainment media. Readers will develop an understanding of the importance of humor as it has developed globally throughout history and appreciate its effects on child and adult development, especially in the areas of health, creativity, social development, and imagination. This two-volume set is available in both print and electronic formats. Features & Benefits: The General Editor also serves as Editor-in-Chief of HUMOR: International Journal of Humor Research for The International Society for Humor Studies. The book’s 335 articles are organized in A-to-Z fashion in two volumes (approximately 1,000 pages). This work is enhanced by an introduction by the General Editor, a Foreword, a list of the articles and contributors, and a Reader’s Guide that groups related entries thematically. A Chronology of Humor, a Resource Guide, and a detailed Index are included. Each entry concludes with References/Further Readings and cross references to related entries. The Index, Reader’s Guide themes, and cross references between and among related entries combine to provide robust search-and-browse features in the electronic version. This two-volume, A-to-Z set provides a general, non-technical resource for students and researchers in such diverse fields as communication and media studies, sociology and anthropology, social and cognitive psychology, history, literature and linguistics, and popular culture and folklore.
| Author | : Ozturk, R. Gulay |
| Publisher | : IGI Global |
| Total Pages | : 699 |
| Release | : 2014-06-30 |
| Genre | : Social Science |
| ISBN | : 1466661917 |
"This reference provides a review of the academic and popular literature on the relationship between communications and media studies, cinema, advertising, public relations, religion, food tourism, art, sports, technology, culture, marketing, and entertainment practices"--Provided by publisher.
| Author | : Management Association, Information Resources |
| Publisher | : IGI Global |
| Total Pages | : 2254 |
| Release | : 2014-12-31 |
| Genre | : Business & Economics |
| ISBN | : 1466673583 |
As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
| Author | : Nick Birch |
| Publisher | : GRIN Verlag |
| Total Pages | : 12 |
| Release | : 2014-03-05 |
| Genre | : Business & Economics |
| ISBN | : 3656609470 |
Seminar paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.1, , course: Advertising Design Communication, language: English, abstract: Advertising is all about getting attention. One of the best ways of getting attention through advertising is adding humour. When employed correctly, the power of humour is undeniable. Professional Advertising (N/A) believes that ‘[t]he best ways to get attention with advertising are with strong visuals, sex, powerful headlines, and humour.’ From all the types of advertising appeals, such as Emotional, Rational, Sex, Scarcity and Humour, ‘[h]umour can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product. Humour can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message’ (Ashwini, 2009). Humour is most effective when it is used to reinforce an existing message, rather than simply adding to it. Catanescu & Tom (2001) maintain that ‘[a]s previous research has revealed... [their] study shows that humour is used more frequently in television commercials than print advertisements’ and so it is with this acumen that generates the focus on television commercials. What humour achieves exactly can differ from one advertiser to the next, but its primary function seems to be about getting attention, regardless if it is good or bad attention. According to a 1993 Journal of Marketing study that examined multinational effects of humour on advertising, ‘humour is more likely to enhance recall, evaluation, and purchase intention when the humorous message coincides with ad objectives, is well-integrated with those objectives, and is viewed as appropriate for the product category. Under such circumstances, humorous advertising is more likely to secure audience attention, increase memorability, overcome sales resistance, and enhance message persuasiveness’ (Dubois, 2010).
| Author | : Jon Roeckelein |
| Publisher | : Bloomsbury Publishing USA |
| Total Pages | : 592 |
| Release | : 2002-02-28 |
| Genre | : Psychology |
| ISBN | : 0313011265 |
This work traces the origins and evolution of the concept of humor in psychology from ancient to modern times with an emphasis on an experimental/empirical approach to the understanding of humor and sense of humor. In addition to more than 3,000 important citations and references pertaining to the history, theories, and definitions of the concept of humor, this reference guide contains more than 380 recent (post-1970) annotated entries on the psychology of humor in its bibliographic section. The book describes various psychological, nonpsychological, and philosophical theories and definitions of humor, and focuses on the methodological concerns of psychologists regarding the scientific investigation of humor. The bibliography is organized under 10 categories, including Bibliographies and Literature Reviews of Humor, Cognition and Humor, Methodology and Measurement of Humor, and Social Aspects of Humor.
| Author | : Rod A. Martin |
| Publisher | : Academic Press |
| Total Pages | : 550 |
| Release | : 2018-07-14 |
| Genre | : Psychology |
| ISBN | : 0128135093 |
Most of us laugh at something funny multiple times during a typical day. Humor serves multiple purposes, and although there is a sizable and expanding research literature on the subject, the research is spread in a variety of disciplines. The Psychology of Humor, 2e reviews the literature, integrating research from across subdisciplines in psychology, as well as related fields such as anthropology, biology, computer science, linguistics, sociology, and more. This book begins by defining humor and presenting theories of humor. Later chapters cover cognitive processes involved in humor and the effects of humor on cognition. Individual differences in personality and humor are identified as well as the physiology of humor, the social functions of humor, and how humor develops and changes over the lifespan. This book concludes noting the association of humor with physical and mental health, and outlines applications of humor use in psychotherapy, education, and the workplace. In addition to being fully updated with recent research, the second edition includes a variety of new materials. More graphs, tables, and figures now illustrate concepts, processes, and theories. It provides new brief interviews with prominent humor scholars via text boxes. The end of each chapter now includes a list of key concepts, critical thinking questions, and a list of resources for further reading. Covers research on humor and laughter in every area of psychology Integrates research findings into a coherent conceptual framework Includes brain imaging studies, evolutionary models, and animal research Integrates related information from sociology, linguistics, neuroscience, and anthropology Explores applications of humor in psychotherapy, education, and the workplace Provides new research, plus key concepts and chapter summaries
