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Author: Marc G. Weinberger
Publisher: Routledge
ISBN: 1000404420
Category : Business & Economics
Languages : en
Pages : 298
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Book Description
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: Marc G. Weinberger
Publisher: Routledge
ISBN: 1000404420
Category : Business & Economics
Languages : en
Pages : 298
Get Book Here
Book Description
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: Nick Birch
Publisher: GRIN Verlag
ISBN: 3656609470
Category : Business & Economics
Languages : en
Pages : 12
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Book Description
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: Charles S. Gulas
Publisher: M.E. Sharpe
ISBN: 9780765636218
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
Author: Richard Shotton
Publisher: Harriman House Limited
ISBN: 0857196103
Category : Business & Economics
Languages : en
Pages : 111
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Book Description
Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.
Author: Peter McGraw
Publisher: Simon and Schuster
ISBN: 1451665423
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
Part road-trip comedy and part social science experiment, a scientist and a journalist travel the globe to discover the secret behind what makes things funny, questioning countless experts, including Louis C.K., along the way.
Author: Louis R. Franzini
Publisher: Rowman & Littlefield
ISBN: 1442213361
Category : Language Arts & Disciplines
Languages : en
Pages : 207
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Book Description
Just Kidding is for anyone who wants to learn how to use humor more effectively in their daily lives. It includes opinions, advice, and examples from comics, celebrities, and politicians. Topics include basic principles of comedy, political correctness, strategies to avoid potential pitfalls, and exercises to build humor skills.
Author: Marc G. Weinberger
Publisher:
ISBN: 9780704414938
Category : Advertising
Languages : en
Pages : 27
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Book Description
Author: Arifur Rahman
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659410901
Category :
Languages : en
Pages : 96
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Book Description
Advertising as an area of research is too extensive, that cannot be covered in one book alone. The author chose to focus on an area yet unexplored - emotional appeal, more specifically humour appeal among Bangladeshi consumers exclusively. Humourous appeal as a persuasive device is more consistent as a method which allowed the author to isolate advertisement likeability and effective use of humour in ads among Bangladeshi consumers as research material. Whether humourous ads indeed increases ad likeability and allow viewers to remember and recall a brand while purchasing products; and, how effective and appropriate it is among Bangladeshi people in general are one of the few areas explored in this book.
Author: Fred K. Beard
Publisher: Rowman & Littlefield
ISBN: 9780742554269
Category : Business & Economics
Languages : en
Pages : 224
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Book Description
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: Janet M. Gibson
Publisher: Routledge
ISBN: 0429672853
Category : Psychology
Languages : en
Pages : 262
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Book Description
An Introduction to the Psychology of Humor provides a comprehensive and accessible overview of psychologists’ research on humor. Drawing on research from a variety of psychological perspectives, from cognitive and biological to social and developmental, the book explores factors that affect our detection, comprehension, liking, and use of humor. Throughout the book, theories and paradigms of humor are explored, with each chapter dedicated to a distinct field of psychological research. Covering topics including humor development in children and older adults, humor’s effectiveness in advertisements, cross-cultural psychology and humor’s functions in the workplace, the book addresses the challenges psychologists face in defining and studying humor despite it being a universal and often daily experience. Featuring a wealth of student-friendly features, including learning objectives and classroom activities, An Introduction to the Psychology of Humor is an essential read for all students of humor.
