Bibliograph

Humor in advertising, a comprehensive analysis, Charles S. Gulas and Marc G. Weinberger

Type

Label

Humor in advertising, a comprehensive analysis, Charles S. Gulas and Marc G. Weinberger

Language

eng

Bibliography note

Includes bibliographical references (pages 207-224) and indexes

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

Humor in advertising

Nature of contents

bibliographydictionaries

Oclc number

232160219

Responsibility statement

Charles S. Gulas and Marc G. Weinberger

Sub title

a comprehensive analysis

Summary

Draws on serious research on the use of humor from the fields of Advertising and Marketing, as well as Psychology, Mass Media, and Communications Studies. This book is intended for scholars and researchers in the field, as well as for advertising agency account planners and creative directors

Table Of Contents

History of humor in advertising -- Just what is humor?: and how does it work? -- Audience factors -- Media and humor -- Product type and humor Products -- Humor type and message -- Context issues -- Research methodology issues -- Entertaining some offending others -- General conclusions and research directions

Classification