Humor in advertising: classic perspectives and new insights
Gespeichert in:
| Weitere Verfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London and New York
Routledge, Taylor & Francis Group
2021
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xii, 237 Seiten Illustrationen |
| ISBN: | 9780367722630 9780367722616 |
Internformat
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| adam_text | Contents Citation Information Notes an Contributors Preface: the timeless nature of the study of humor in advertising vii ix xi Charles R. Taylor 1 An introduction to humor in advertising: Classic perspectives and new insights 1 MarcG. Weinberger and Charles S. Gulas 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 Marc G. Weinberger and Charles S. Gulas 3 Does humour travel? Advertising practices and audience effects in the United States and People s Republic of China 49 Gary D. Gregory, Heather J. Crawford, Lu Lu and Liem Ngo 4 Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor 71 Lachezar Ivanov, Martin Eisend and Tomas Bayon 5 Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising 92 James Mark Mayer, Piyush Kumar and HyeJin Yoon 6 Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes 117 Caleb Warren, Erin Percival Carter and A. Peter McGraw 7 Overlay ads in humorous online videos: it s a matter of timing Ivar Vermeulen, Ellen Droog and Christian Burgers 8 Comedic violence in advertising: the role of normative beliefs and intensity of violence HyeJin Yoon 138 159
CONTENTS 9 How morality judgments influence humor perceptions of prankvertising Chingching Chong 10 Looking in through outdoor: a socio-cultural and historical perspective on the evolution of advertising humour Marc G. Weinberger, Charles 5. Gulas and Michelle F. Weinberger Index 180 206 233
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| adam_txt |
Contents Citation Information Notes an Contributors Preface: the timeless nature of the study of humor in advertising vii ix xi Charles R. Taylor 1 An introduction to humor in advertising: Classic perspectives and new insights 1 MarcG. Weinberger and Charles S. Gulas 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 Marc G. Weinberger and Charles S. Gulas 3 Does humour travel? Advertising practices and audience effects in the United States and People's Republic of China 49 Gary D. Gregory, Heather J. Crawford, Lu Lu and Liem Ngo 4 Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor 71 Lachezar Ivanov, Martin Eisend and Tomas Bayon 5 Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising 92 James Mark Mayer, Piyush Kumar and HyeJin Yoon 6 Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes 117 Caleb Warren, Erin Percival Carter and A. Peter McGraw 7 Overlay ads in humorous online videos: it's a matter of timing Ivar Vermeulen, Ellen Droog and Christian Burgers 8 Comedic violence in advertising: the role of normative beliefs and intensity of violence HyeJin Yoon 138 159
CONTENTS 9 How morality judgments influence humor perceptions of prankvertising Chingching Chong 10 Looking in through outdoor: a socio-cultural and historical perspective on the evolution of advertising humour Marc G. Weinberger, Charles 5. Gulas and Michelle F. Weinberger Index 180 206 233 |
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| title | Humor in advertising classic perspectives and new insights |
| title_auth | Humor in advertising classic perspectives and new insights |
| title_exact_search | Humor in advertising classic perspectives and new insights |
| title_exact_search_txtP | Humor in advertising classic perspectives and new insights |
| title_full | Humor in advertising classic perspectives and new insights edited by Marc G. Weinberger, Charles S. Gulas, Charles R. Taylor |
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| title_full_unstemmed | Humor in advertising classic perspectives and new insights edited by Marc G. Weinberger, Charles S. Gulas, Charles R. Taylor |
| title_short | Humor in advertising |
| title_sort | humor in advertising classic perspectives and new insights |
| title_sub | classic perspectives and new insights |
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