Humor in advertising: a comprehensive analysis
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Armonk, NY [u.a.]
Sharpe
2006
|
| Schlagwörter: | |
| Links: | http://www.loc.gov/catdir/toc/ecip0515/2005017678.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014920898&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references (p. 207-224) and indexes |
| Umfang: | XIV, 240 S. Ill., graph. Darst. 24 cm |
| ISBN: | 0765616130 |
Internformat
MARC
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| 100 | 1 | |a Gulas, Charles S. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Humor in advertising |b a comprehensive analysis |c Charles S. Gulas and Marc G. Weinberger |
| 264 | 1 | |a Armonk, NY [u.a.] |b Sharpe |c 2006 | |
| 300 | |a XIV, 240 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 207-224) and indexes | ||
| 650 | 4 | |a Humor in advertising | |
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| 689 | 0 | 1 | |a Humor |0 (DE-588)4026170-0 |D s |
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| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014920898&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-014920898 | |
Datensatz im Suchindex
| _version_ | 1819248228875370496 |
|---|---|
| adam_text | Contents
Tables,
Figures,
and Exhibits
xi
Preface and Acknowledgments
xiii
1.
History of Humor in Advertising
3
Humor Pioneers
12
Growth of Humor in Advertising
16
History of Research on Humor in Advertising
18
Analysis of Research on Humor in Advertising
19
2.
What Is Humor? And How Does It Work?
21
What Mechanism Explains How Humor Works?
22
What Makes Humor Work? Enabling Factors
31
Integrating Humor: A Challenge Framework
33
3.
Audience Factors
38
Components of Humor
38
Demographic Factors
43
Culture, Subculture, and Ethnicity
48
Psychographic Factors
51
Other Individual-Level Factors
52
Paradox of Humor
54
4.
Media and Humor
57
Using Humor in Different Media
58
Where Is Humor Effective?
66
5.
Product Type and Humor
73
An ELM Explanation of How Humor Works in Advertising
74
Using Humor With Different Products
84
Conclusion
92
6. Humor
Type and Message
95
The Broad View of Humor
95
Types of Humor
98
Communication Goals and Humor
102
Conclusion
124
7.
Context Issues
127
The Importance of Context in Advertising
128
Source Context
129
Media Context: Humor in Advertising and Advertising
in Humor
130
Micro-Social Context
132
Macro-Social Context
133
Ad-Induced Context
135
Conclusion
136
8.
Research Methodology Issues
139
Advertising Research
141
Doctoral Dissertation Research Methodology
142
Lab Studies Versus Field Studies
142
Audience Factors
154
Product Factors
157
Comparable Executions
158
Context Issues
161
Attempted Humor Versus Perceived Humor
161
Wear Out Revisited
163
Conclusion
163
9.
Entertaining Some
—
Offending Others
164
Entertaining Some
164
Offending Others
171
10.
General Conclusions and Research Directions
189
How Humor Works
191
What Humor Can Do
193
What Humor Cannot Do
199
What We Do Not Know: Directions for Future Research
199
Parting Words
204
Bibliography
207
Name Index
225
Subject Index
227
About the Authors
241
|
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| dewey-full | 659.1/02/07 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1/02/07 |
| dewey-search | 659.1/02/07 |
| dewey-sort | 3659.1 12 17 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV021707025 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T12:39:52Z |
| institution | BVB |
| isbn | 0765616130 |
| language | English |
| lccn | 2005017678 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014920898 |
| oclc_num | 60791480 |
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| physical | XIV, 240 S. Ill., graph. Darst. 24 cm |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Sharpe |
| record_format | marc |
| spellingShingle | Gulas, Charles S. Weinberger, Marc G. Humor in advertising a comprehensive analysis Humor in advertising Werbewirkung (DE-588)4189647-6 gnd Humor (DE-588)4026170-0 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4189647-6 (DE-588)4026170-0 (DE-588)4065541-6 |
| title | Humor in advertising a comprehensive analysis |
| title_auth | Humor in advertising a comprehensive analysis |
| title_exact_search | Humor in advertising a comprehensive analysis |
| title_full | Humor in advertising a comprehensive analysis Charles S. Gulas and Marc G. Weinberger |
| title_fullStr | Humor in advertising a comprehensive analysis Charles S. Gulas and Marc G. Weinberger |
| title_full_unstemmed | Humor in advertising a comprehensive analysis Charles S. Gulas and Marc G. Weinberger |
| title_short | Humor in advertising |
| title_sort | humor in advertising a comprehensive analysis |
| title_sub | a comprehensive analysis |
| topic | Humor in advertising Werbewirkung (DE-588)4189647-6 gnd Humor (DE-588)4026170-0 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Humor in advertising Werbewirkung Humor Werbung |
| url | http://www.loc.gov/catdir/toc/ecip0515/2005017678.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014920898&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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