Screen LibraryHumor in advertising：a comprehensive analysis
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| Main Authors: | |
|---|---|
| Group Author: | |
| Published: |
M.E. Sharpe, Inc.,
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| Publisher Address: | Armonk, N.Y. |
| Publication Dates: | c2006. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xiv, 240 p.: ill. ; 24 cm. |
| ISBN: |
0765616130 (alk. paper) 9780765616135 (alk. paper) |
| Index Number: | F713 |
| CLC: | F713.8 |
| Call Number: | F713.8/G971 |
| Contents: |
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 |