An Experimental Investigation of Humor in Television Advertising PDF Download
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Author: Ronald J. Bauerly
Publisher:
ISBN:
Category : Humor in television
Languages : en
Pages : 294
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Author: Ronald J. Bauerly
Publisher:
ISBN:
Category : Humor in television
Languages : en
Pages : 294
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Book Description
Author: Jotindar Singh Johar
Publisher:
ISBN:
Category :
Languages : en
Pages :
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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: Charles S. Gulas
Publisher: M.E. Sharpe
ISBN: 9780765636218
Category : Business & Economics
Languages : en
Pages : 264
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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: Jon Roeckelein
Publisher: Bloomsbury Publishing USA
ISBN: 0313011265
Category : Psychology
Languages : en
Pages : 592
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Book Description
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: Philip Adu
Publisher: Taylor & Francis
ISBN: 100095384X
Category : Psychology
Languages : en
Pages : 429
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Book Description
Dissertation Research Methods: A Step-by-Step Guide to Writing Up Your Research in the Social Sciences focuses specifically on the methodology for planning, writing and submitting your dissertation thesis. Written by two methodology experts in the social sciences, the book provides a step-by-step guide through each stage of the dissertation process. It covers all aspects of the methodological considerations needed, from choosing a topic or research question, developing a literature review, identifying research gaps, accessing potential study participants, utilizing the right sampling strategies, analyzing data and writing up findings. Readers are introduced to the main research methods normally used in dissertations and their characteristics, and they are guided to choose an appropriate research method for their study, provide a substantial description of the selected method and articulate strong arguments in support of it. The book is filled with templates, exemplars and tools to help students write about methodology in their thesis and to equip readers to successfully troubleshoot any methodology challenges they may face. This compact book will be of use to all graduate students and their supervisors in the Social Sciences and Education and Behavioural Sciences who are looking for a guide to working with robust and defensible methodological principles in their dissertation research and theses.
Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 652
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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: American Academy of Advertising. Conference
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 282
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Book Description
