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Humor in advertising: a comprehensive analysis

Author: Gulas, Charles S. ; Weinberger, Marc G.Publisher: Sharpe, 2006.Language: EnglishDescription: 240 p. : Graphs/Photos ; 24 cm.ISBN: 0765616130Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5827 .G85 2006
(Browse shelf)
001119373
Available 001119373
Total holds: 0

Includes bibliographical references and index

Digitized

Hunour in Advertising A Comprehensive Analysis 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 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 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 xi xiii 3 12 16 18 19 21 22 31 33 38 38 43 48 51 52 54 57 58 66 73 74 84 92 6. Humor Type and Message The Broad View of Humor Types of Humor Communication Goals and Humor Conclusion 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 Conclusion 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 Conclusion 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 95 95 98 102 124 127 128 129 130 132 133 135 136 139 141 142 142 154 157 158 161 161 163 163 164 164 171 189 191 193 199 199 204 Bibliography Name Index Subject Index About the Authors 207 225 227 241

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