Humor in Advertising: Classic Perspectives and New Insights

ISBN-13: 9780367722616 / Angielski / Twarda / 2021 / 238 str.

Marc G. Weinberger; Charles S. Gulas; Charles R. Taylor

Opis

This book 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.

Spis treści

Preface: the timeless nature of the study of humor in advertising  1. An introduction to humor in advertising: Classic perspectives and new insights  2. The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?  3. Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China  4. Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor  5. Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising  6. Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes  7. Overlay ads in humorous online videos: it’s a matter of timing  8. Comedic violence in advertising: the role of normative beliefs and intensity of violence  9. How morality judgments influence humor perceptions of prankvertising  10. Looking in through outdoor: a socio-cultural and historical perspective on the evolution of advertising humour