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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: Sebastian Knospe
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110463474
Category : Language Arts & Disciplines
Languages : en
Pages : 364
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Book Description
Wordplay involving several linguistic codes is an important modality of ludic language. This volume offers a multidisciplinary approach to the topic, discussing examples from different epochs, genres, and communicative situations. The contributions illustrate the multi-dimensionality, linguistic make-up, and the special interactive potential of wordplay across linguistic and cultural boundaries, including the challenging practice of translation.
Author: Christina Holtz-Bacha
Publisher: Taylor & Francis
ISBN: 1317439783
Category : Political Science
Languages : en
Pages : 439
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Book Description
This Handbook provides the most comprehensive overview of the role of electoral advertising on television and new forms of advertising in countries from all parts of the world currently available. Thematic chapters address advertising effects, negative ads, the perspective of practitioners and gender role. Country chapters summarize research on issues including political and electoral systems; history of ads; the content of ads; reception and effects of ads; regulation of political advertising on television and the Internet; financing political advertising; and prospects for the future. The Handbook confirms that candidates spend the major part of their campaign budget on television advertising. The US enjoys a special situation with almost no restrictions on electoral advertising whereas other countries have regulation for the time, amount and sometimes even the content of electoral advertising or they do not allow television advertising at all. The role that television advertising plays in elections is dependent on the political, the electoral and the media context and can generally be regarded as a reflection of the political culture of a country. The Internet is relatively unregulated and is the channel of the future for political advertising in many countries
Author: Gerard J. Tellis
Publisher: SAGE
ISBN: 1452276749
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
Author: Patti M. Valkenburg
Publisher: Yale University Press
ISBN: 0300218877
Category : Psychology
Languages : en
Pages : 341
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Book Description
Cover -- Half-title -- Title -- Copyright -- Dedication -- Contents -- Preface -- 1 Youth and Media -- 2 Then and Now -- 3 Themes and Theoretical Perspectives -- 4 Infants, Toddlers, and Preschoolers -- 5 Children -- 6 Adolescents -- 7 Media and Violence -- 8 Media and Emotions -- 9 Advertising and Commercialism -- 10 Media and Sex -- 11 Media and Education -- 12 Digital Games -- 13 Social Media -- 14 Media and Parenting -- 15 The End -- Notes -- Acknowledgments -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X -- Y -- Z
Author: Bob M. Fennis
Publisher: Psychology Press
ISBN: 1317398955
Category : Psychology
Languages : en
Pages : 451
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Book Description
Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates, and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook. This revised and fully updated new edition of The Psychology of Advertising offers a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and discusses the research in the context of recent developments in the fields of social and consumer psychology. Key questions covered in the volume include: What impact does advertising have on consumer behavior? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? Which messages "get across" successfully and when, and why? How do new online and digital technologies affect consumer judgement and choice? Engagingly written, and including a comprehensive glossary of frequently used concepts, The Psychology of Advertising is a unique and invaluable resource for advanced undergraduate and graduate students, and for researchers and lecturers in social psychology, marketing, and communications. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.
Author: Peeter Verlegh
Publisher: Springer
ISBN: 3658105585
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.
Author: Gary C. Woodward
Publisher: Waveland Press
ISBN: 1478615222
Category : Language Arts & Disciplines
Languages : en
Pages : 461
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Book Description
For more than twenty-five years, the authors have highlighted the complexities, subtleties, and pervasive influence of persuasive messages. The seventh edition again blends historical, rhetorical, and social psychological approaches to persuasion theory. The engaging discussions and multiple examples introduce the intricacies of social influence and highlight methods of presentation as well as evaluation. The dynamic topic of persuasion presents a constantly changing palette for analysis. The authors dissect theory and practice in multiple contexts—from interpersonal interactions to public communication and persuasive campaigns to advertising to politics. Twitter, YouTube, and social networking sites offer new media for persuasive appeals. The means of persuading one another changes constantly, yet much of what was written by Aristotle continues to be relevant. The production of persuasive messages and the study of message effects have been and will continue to be fertile ground for exploration. Persuasion is an interactive process requiring willing and attentive participants. Becoming responsible, ethical, and credible persuaders involves systematic thinking and informed preparation. The skills required for planning, composing, and delivering effective messages are equally useful for evaluating messages received. The seventh edition provides a thorough, up-to-date discussion of classic and contemporary theories of persuasion to aid readers in developing skills as effective persuaders and as critical consumers of persuasive messages.
Author: Mitch Earleywine, PhD
Publisher: Springer Publishing Company
ISBN: 0826106099
Category : Psychology
Languages : en
Pages : 266
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Book Description
"Humor is complex, and the author, Mitch Earleywine, does an exceptional job of covering the big bases of humor from a research perspective in a small space with a readable content. When I first picked up this book and began reading it, I was looking for depth. What I found was an overview and at the same time a very exciting way to provide an entrÈe into psychology-a vehicle for students to grab hold of topics central to psychology but studiedand researched in terms of modern themes, and particularly humor." --PsycCRITIQUES "I've just finished reading Humor 101 with great interest and admiration. The book combines psychological research and practicality beautifully and humorously." -- Bob Mankoff Cartoon Editor, The New Yorker Magazine "In lucid, cheerful prose, Earleywine offers up the impossible: an explanation of humor that is as thoughtful, fascinating, and entertaining as humor itself." Elisa Albert Author of ,The Book of Dahliaand How This Night is Different "Dr. Earleywine's witty insight on this topic will make you funny, happy, and wise. Mitch has that rare ability to clearly explain something that is mysterious as it is magical: the power of laughter. Read this book and laugh while you learn." Brett Siddell Sirius/XM Satellite Radio Personality "Dr. Earleywine has written the perfect guide to understanding humor. No one else has the unique combination of witty stage time, outstanding teaching expertise, and impressive scientific background. You'll love this book." Derrick Jackson Winner, Ultimate Laff-Down What makes something funny? How does humor impact health and psychological well-being? How can you incorporate humor into everyday life? A concise, reader-friendly introduction to an important but often underappreciated topic in modern psychology, Humor 101 explains the role of comedy, jokes, and wit in the sciences and discusses why they are so important to understand. Psychology professor Dr. Mitch Earleywine draws from his personal experiences in stand-up comedy to focus on how humor can regulate emotion, reduce anxiety and defuse tense situations, expose pretensions, build personal relationships, and much more. He irreverently debunks the pseudoscience on the topic of humor and leaves readers not only funnier, but better informed. The Psych 101 Series Short, reader-friendly introductions to cutting-edge topics in psychology. With key concepts, controversial topics, and fascinating accounts of up-to-the-minute research, The Psych 101 Series is a valuable resource for all students of psychology and anyone interested in the field.
Author: Magdalena Zawisza-Riley
Publisher: Routledge
ISBN: 1351386107
Category : Psychology
Languages : en
Pages : 231
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Book Description
Advertising, Gender and Society explores contemporary social-psychological theory and original research that examines the portrayal of gender in advertising. It reports empirical data, discusses the social implications of gendered advertising and comments on the relevant 2019 ASA rules. Zawisza-Riley analyses theories such as stereotype content and elaboration likelihood models, stereotype threat and ambivalent sexism theories, the selectivity hypothesis as well as implicit and embodied cognition to illuminate the relationships between sex, gender and advertising in cultural and social contexts. The author thus examines the portrayal of gender in advertising, its effectiveness and effect on audiences and the ways in which audiences, marketers and policy-makers can mitigate potential harm of gendered advertising. She offers theory extension and novel application of existing theory and research to the subject of gender advertising. Advertising, Gender and Society is ideal for students, academics and professionals in the fields of psychology, gender and media studies as well as marketing, advertising and policy-making.
