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Humor in advertising [electronic resource] : a comprehensive analysis / Charles S. Gulas and Marc G. Weinberger.

By: Gulas, Charles S, 1962-.
Contributor(s): Weinberger, Marc G.
Material type: TextTextPublisher: Armonk, N.Y. : M.E. Sharpe, Inc., c2006Description: 1 online resource (xiv, 240 p.) : ill.ISBN: 9780765621528 (electronic bk.); 0765621525 (electronic bk.).Subject(s): Wit and humor in advertising | BUSINESS & ECONOMICS -- Advertising & PromotionGenre/Form: Electronic books.Additional physical formats: Print version:: Humor in advertising.DDC classification: 659.1/02/07 Online resources: EBSCOhost
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.
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Includes bibliographical references (p. 207-224) and indexes.

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.

Description based on print version record.

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Humor in advertising by Gulas, Charles S., ©2006
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