The Use and Effect of Humor in Different Advertising Media
Author: Marc G. Weinberger
Publisher:
Published: 1994
Total Pages: 27
ISBN-13: 9780704414938
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Humor in Advertising
Author: Marc G. Weinberger
Publisher: Routledge
Published: 2021-06-21
Total Pages: 298
ISBN-13: 1000404420
DOWNLOAD EBOOKHumor 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.
Humor in Advertising
Author: Charles S. Gulas
Publisher: M.E. Sharpe
Published: 2006
Total Pages: 264
ISBN-13: 9780765636218
DOWNLOAD EBOOKHumor in the Advertising Business
Author: Fred K. Beard
Publisher: Rowman & Littlefield
Published: 2008
Total Pages: 224
ISBN-13: 9780742554269
DOWNLOAD EBOOKBeard'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.
Handbook of Research on the Impact of Culture and Society on the Entertainment Industry
Author: Ozturk, R. Gulay
Publisher: IGI Global
Published: 2014-06-30
Total Pages: 699
ISBN-13: 1466661917
DOWNLOAD EBOOK"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.
Encyclopedia of Humor Studies
Author: Salvatore Attardo
Publisher: SAGE Publications
Published: 2014-02-25
Total Pages: 985
ISBN-13: 148334617X
DOWNLOAD EBOOKThe 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.
Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Author: Management Association, Information Resources
Publisher: IGI Global
Published: 2014-12-31
Total Pages: 2254
ISBN-13: 1466673583
DOWNLOAD EBOOKAs 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.
The Multimodal Rhetoric of Humour in Saudi Media Cartoons
Author: Wejdan Alsadi
Publisher: Walter de Gruyter GmbH & Co KG
Published: 2021-02-22
Total Pages: 198
ISBN-13: 1501509845
DOWNLOAD EBOOKCartoons, as a form of humour and entertainment, are a social product which are revealing of different social and political practices that prevail in a society, humourised and satirised by the cartoonist. This book advances research on cartoons and humour in the Saudi context. It contributes to the growing multimodal research on non-interactional humour in the media that benefits from traditional theories of verbal humour. The study analyses the interaction between visual and verbal modes, highlighting the multimodal manifestations of the rhetorical devices frequently employed to create humour in English-language cartoons collected from the Saudi media. The multimodal analysis shows that the frequent rhetorical devices such as allusions, parody, metaphor, metonymy, juxtaposition, and exaggeration take a form which is woven between the visual and verbal modes, and which makes the production of humorous and satirical effect more unique and interesting. The analysis of the cartoons across various thematic categories further offers a window into contemporary Saudi society.
The Social Psychology of Humor
Author: Madelijn Strick
Publisher: Routledge
Published: 2021-04-05
Total Pages: 251
ISBN-13: 1000371174
DOWNLOAD EBOOKThis important new book provides a comprehensive analysis of humor from a social-psychological perspective, addressing questions about the use of humor and its effects in daily life. It examines the social psychology of humor on micro-level phenomena, such as attitudes, persuasion, and social perception, as well as exploring its use and effect on macro-level phenomena such as conformity, group processes, cohesion, and intergroup relations. Humor is inherently a social experience, shared among people, essential to nearly every type of interpersonal relationship. In this accessible volume, Strick and Ford review current research and new theoretical advancements to identify pressing open questions and propose new directions for future research in the social psychology of humor. The book explores fascinating topics such as humor in advertising, political satire, and the importance of a sense of humor in maintaining romantic relationships. It also examines how racist or sexist humor can affect personal and intergroup relations, and discusses how to confront inappropriate jokes. Offering new, precise, and operational conceptions of humor in social processes, this book will be essential reading for students and academics in social psychology, media, and communication studies.
Taking Laughter Seriously
Author: John Morreall
Publisher: SUNY Press
Published: 1983-06-30
Total Pages: 158
ISBN-13: 9780873956437
DOWNLOAD EBOOKPreface Part One: Laughter 1. Can There Be a Theory of Laughter? 2. The Superiority Theory 3. The Incongruity Theory 4. The Relief Theory 5. A New Theory Part Two: Humor 6. The Variety of Humor 7. Humor as Aesthetic Experience 8. Humor and Freedom 9. The Social Value of Humor 10. Humor and Life Notes Works Cited Index
