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" Humor in advertising : "
Charles S. Gulas and Marc G. Weinberger.
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BL
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| Record Number
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1018468
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b772838
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| Main Entry
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Gulas, Charles S.,1962-
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| Title & Author
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Humor in advertising : : a comprehensive analysis /\ Charles S. Gulas and Marc G. Weinberger.
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| Publication Statement
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Armonk, N.Y. :: M.E. Sharpe, Inc.,, ©2006.
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| Page. NO
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1 online resource (xiv, 240 pages) :: illustrations
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| ISBN
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0765616130
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: 0765621525
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: 1280912650
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: 9780765616135
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: 9780765621528
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: 9781280912658
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0765616130
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9780765616135
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| Bibliographies/Indexes
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Includes bibliographical references (pages 207-224) and indexes.
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| Contents
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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.
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| Abstract
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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.
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| Subject
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Wit and humor in advertising.
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Subject
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Wit and humor in advertising.
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| Dewey Classification
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659.1/02/07
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| LC Classification
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HF5821.G87 2006eb
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| Added Entry
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Weinberger, Marc G.
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