Humor in Advertising: A Comprehensive Analysis - Hardcover

Gulas, Charles S.; Weinberger, Marc G.

Hardcover

ISBN 10: 0765616130 ISBN 13: 9780765616135

Publisher: M.E. Sharpe, 2006

Synopsis

Although the use of humor in advertising has its origins in the early days of the business, its widespread use as an advertising strategy is a more recent phenomenon. This is the first book-length, fully integrated discussion on this popular advertising technique. Well written and filled with interesting examples, "Humor in Advertising" draws on extensive serious research on the use of humor from the fields of Advertising and Marketing, as well as Psychology, Mass Media, and Communications Studies. The authors are careful to point out not only the benefits, but also the potential in advertising's attempts at humor, as advertisers continue to use humorous message to break through the proliferating ads, and the line between advertising and entertainment is further blurred. No other book provides such a comprehensive and wide-angled analysis of this important topic. It is essential reading for scholars and researchers in the field, as well as for advertising agency account planners and creative directors.

About this title

Product Description

There is little if any actual humor here, warn marketing scholars Gulas (Wright State U., Ohio) and Wienberger (U. of Massachusetts-Amherst). They synthesize what has been learned about the application of humor in advertising, and offer future researchers a road map of theory, methodology, and topics that need attention. Their topics include what humor is and how it works, audience factors, product type, humor type and message, context issues, and entertaining some while offending others. Annotation ©2006 Book News, Inc., Portland, OR (booknews)

Edition details

• Publisher: M.E. Sharpe
• Publication date: 2006
• Language: English
• ISBN 10: 0765616130
• ISBN 13: 9780765616135
• Binding: Hardcover
• Number of pages: 240