Beard's Humor in the Advertising Business offers any reader who studies, teaches, creates, approves, or simply enjoys funny advertising a concise yet thorough exploration of how advertising humor works and what advertisers hope to accomplish with it. As one of advertising's most frequently used message tactics (U.S. advertisers alone may spend as much as $60 billion a year hoping they can make their audiences laugh ), humor is an admittedly complicated topic: One viewer may react very differently from another to the exact same ad--or an ad may get a laugh but not make a sale. Supported with...