Humor in Advertising: A Comprehensive Analysis |
Contents
| xi | |
| xvi | |
Growth of Humor in Advertising | xvi |
History of Research on Humor in Advertising | 12 |
Analysis of Research on Humor in Advertising | 13 |
What Is Humor? And How Does It Work? | 15 |
What Mechanism Explains How Humor Works? | 16 |
What Makes Humor Work? Enabling Factors | 25 |
The Importance of Context in Advertising | 122 |
Source Context | 123 |
Humor in Advertising and Advertising in Humor | 124 |
MicroSocial Context | 126 |
MacroSocial Context | 127 |
AdInduced Context | 129 |
Conclusion | 130 |
Research Methodology Issues | 133 |
A Challenge Framework | 27 |
Audience Factors | 32 |
Demographic Factors | 37 |
Culture Subculture and Ethnicity | 42 |
Psychographic Factors | 45 |
Other IndividualLevel Factors | 46 |
Paradox of Humor | 48 |
Media and Humor | 51 |
Using Humor in Different Media | 52 |
Where Is Humor Effective? | 60 |
Product Type and Humor | 67 |
An ELM Explanation of How Humor Works in Advertising | 68 |
Using Humor With Different Products | 78 |
Conclusion | 86 |
Humor Type and Message | 89 |
Types of Humor | 92 |
Communication Goals and Humor | 96 |
Conclusion | 118 |
Context Issues | 121 |
Advertising Research | 135 |
Doctoral Dissertation Research Methodology | 136 |
Audience Factors | 148 |
Product Factors | 151 |
Comparable Executions | 152 |
Context Issues | 155 |
Wear Out Revisited | 157 |
Entertaining SomeOffending Others | 158 |
Offending Others | 165 |
General Conclusions and Research Directions | 183 |
How Humor Works | 185 |
What Humor Can Do | 187 |
What Humor Cannot Do | 193 |
Parting Words | 198 |
Bibliography | 201 |
| 219 | |
Subject Index | 221 |
| 235 | |
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Humor in Advertising: A Comprehensive Analysis Charles S. Gulas,Marc G. Weinberger No preview available - 2006 |
Common terms and phrases
adver Advertising Age Advertising Research Advertising Standards Authority Alden argues arousal attempt at humor attention audience factors brand attitude campaign cell Challenge Model Chapter Cline comedy commercials comprehension consumers context cultural direct mail disparagement effect of humor Elaboration Likelihood Model entertainment examined funny gender Gruner Gulas Hoyer humor effect humor executions humor in advertising humor research humor response humor types humor usage humorous ads humorous advertising impact of humor incongruity issue Ivory Soap joke Journal of Advertising Lammers Lord & Thomas Madden and Weinberger magazine ads marketing communications measures Mirth misandric Molson motivation to process need for cognition negative non-humorous ads perceived humor percent perception of humor persuasion prior brand product placement radio Reaction recall related humor Speck suggests Super Bowl surprise Table target theory tising TiVo TV ads types of humor unrelated humor Wonderbra yellow Zillmann
Popular passages
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Page xvi - Gaming-house we took our walk through the streets ; and the first amusements we encountered were the variety and contradictory language of the signs, enough to persuade a man there were no rules of concord among the citizens. Here we saw Joseph's Dream, the. Bull and Mouth, the Hen and Razor, the Ax and Bottle, the Whale and Crow, the Shovel and Boot...
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