Humor in Advertising

Classic Perspectives and New Insights

Marc G. Weinberger, Charles S. Gulas, Charles R. Taylor

$83.99

Paperback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
25 September 2023

Museums & museology; Advertising

Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful.

This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising.

The chapters in this book were originally published in International Journal of Advertising.

Edited by: Marc G. Weinberger, Charles S. Gulas, Charles R. Taylor
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 453g
ISBN: 9780367722630
ISBN 10: 0367722631
Pages: 238
Publication Date: 25 September 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Marc G. Weinberger is Professor Emeritus in the Isenberg School of Management at the University of Massachusetts Amherst, USA, and Visiting Research Faculty at the University of Georgia, Athens, USA. He has published extensively in the major advertising journals and co-authored two books, Humor in Advertising: A Comprehensive Analysis and Effective Radio Advertising. His work explores advertising message effects and the sales impact of old and new media on brands. Charles S. Gulas is Professor of Marketing at Wright State University, Dayton, USA. He has published extensively on the topic of humor in advertising and has worked as a consultant for ad agencies in the USA and in Europe. Prior to pursuing a career in academia, he was a comedian and comedy club owner. Charles R. Taylor is John A. Murphy Professor of Marketing at Villanova University, USA. He currently serves as Editor-in-Chief of International Journal of Advertising. Taylor has published extensively and has received the Ivan L. Preston Award for Outstanding Contribution to Research from the American Academy of Advertising and the Flemming Hansen Award for long-term impact on the advertising field from the European Advertising Academy.