Info
Humor in advertising [[electronic resource] ] : a comprehensive analysis / / Charles S. Gulas and Marc G. Weinberger
| Humor in advertising [[electronic resource] ] : a comprehensive analysis / / Charles S. Gulas and Marc G. Weinberger |
| Autore | Gulas Charles S. <1962-> |
| Pubbl/distr/stampa | Armonk, N.Y., : M.E. Sharpe, Inc., c2006 |
| Descrizione fisica | 1 online resource (256 p.) |
| Disciplina | 659.1/02/07 |
| Altri autori (Persone) | WeinbergerMarc G |
| Soggetto topico | Wit and humor in advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-91265-0
9786610912650 0-7656-2152-5 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Intro -- Contents -- Tables, Figures, and Exhibits -- Preface and Acknowledgments -- 1 History of Humor in Advertising -- Humor Pioneers -- Growth of Humor in Advertising -- History of Research on Humor in Advertising -- Analysis of Research on Humor in Advertising -- Notes -- 2 What Is Humor? And How Does It Work? -- What Mechanism Explains How Humor Works? -- What Makes Humor Work? Enabling Factors -- Integrating Humor: A Challenge Framework -- 3 Audience Factors -- Components of Humor -- Demographic Factors -- Culture, Subculture, and Ethnicity -- Psychographic Factors -- Other Individual-Level Factors -- Paradox of Humor -- Note -- 4 Media and Humor -- Using Humor in Different Media -- Where Is Humor Effective? -- 5 Product Type and Humor -- An ELM Explanation of How Humor Works in Advertising -- Using Humor With Different Products -- Conclusion -- 6 Humor Type and Message -- The Broad View of Humor -- Types of Humor -- Communication Goals and Humor -- Conclusion -- 7 Context Issues -- The Importance of Context in Advertising -- Source Context -- Media Context: Humor in Advertising and Advertising in Humor -- Micro-Social Context -- Macro-Social Context -- Ad-Induced Context -- Conclusion -- 8 Research Methodology Issues -- Advertising Research -- Doctoral Dissertation Research Methodology -- Lab Studies Versus Field Studies -- Audience Factors -- Product Factors -- Comparable Executions -- Context Issues -- Attempted Humor Versus Perceived Humor -- Wear Out Revisited -- Conclusion -- 9 Entertaining Some- Offending Others -- Entertaining Some -- Offending Others -- Notes -- 10 General Conclusions and Research Directions -- How Humor Works -- What Humor Can Do -- What Humor Cannot Do -- What We Do Not Know: Directions for Future Research -- Parting Words -- Note -- Bibliography -- Name Index -- Subject Index -- About the Authors. |
| Record Nr. | UNINA-9910457730603321 |
Gulas Charles S. <1962->
|
||
| Armonk, N.Y., : M.E. Sharpe, Inc., c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Humor in advertising [[electronic resource] ] : a comprehensive analysis / / Charles S. Gulas and Marc G. Weinberger
| Humor in advertising [[electronic resource] ] : a comprehensive analysis / / Charles S. Gulas and Marc G. Weinberger |
| Autore | Gulas Charles S. <1962-> |
| Pubbl/distr/stampa | Armonk, N.Y., : M.E. Sharpe, Inc., c2006 |
| Descrizione fisica | 1 online resource (256 p.) |
| Disciplina | 659.1/02/07 |
| Altri autori (Persone) | WeinbergerMarc G |
| Soggetto topico | Wit and humor in advertising |
| ISBN |
1-280-91265-0
9786610912650 0-7656-2152-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Intro -- Contents -- Tables, Figures, and Exhibits -- Preface and Acknowledgments -- 1 History of Humor in Advertising -- Humor Pioneers -- Growth of Humor in Advertising -- History of Research on Humor in Advertising -- Analysis of Research on Humor in Advertising -- Notes -- 2 What Is Humor? And How Does It Work? -- What Mechanism Explains How Humor Works? -- What Makes Humor Work? Enabling Factors -- Integrating Humor: A Challenge Framework -- 3 Audience Factors -- Components of Humor -- Demographic Factors -- Culture, Subculture, and Ethnicity -- Psychographic Factors -- Other Individual-Level Factors -- Paradox of Humor -- Note -- 4 Media and Humor -- Using Humor in Different Media -- Where Is Humor Effective? -- 5 Product Type and Humor -- An ELM Explanation of How Humor Works in Advertising -- Using Humor With Different Products -- Conclusion -- 6 Humor Type and Message -- The Broad View of Humor -- Types of Humor -- Communication Goals and Humor -- Conclusion -- 7 Context Issues -- The Importance of Context in Advertising -- Source Context -- Media Context: Humor in Advertising and Advertising in Humor -- Micro-Social Context -- Macro-Social Context -- Ad-Induced Context -- Conclusion -- 8 Research Methodology Issues -- Advertising Research -- Doctoral Dissertation Research Methodology -- Lab Studies Versus Field Studies -- Audience Factors -- Product Factors -- Comparable Executions -- Context Issues -- Attempted Humor Versus Perceived Humor -- Wear Out Revisited -- Conclusion -- 9 Entertaining Some- Offending Others -- Entertaining Some -- Offending Others -- Notes -- 10 General Conclusions and Research Directions -- How Humor Works -- What Humor Can Do -- What Humor Cannot Do -- What We Do Not Know: Directions for Future Research -- Parting Words -- Note -- Bibliography -- Name Index -- Subject Index -- About the Authors. |
| Record Nr. | UNINA-9910784474103321 |
|
Gulas Charles S. <1962->
|
||
| Armonk, N.Y., : M.E. Sharpe, Inc., c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||