A Cross Cultural Study Of Humor Based Advertisements

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Humor in Advertising

Author : Marc G. Weinberger
Publisher : Routledge
ISBN 13 : 1000404420
Total Pages : 298 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Humor in Advertising by : Marc G. Weinberger

Download or read book Humor in Advertising written by Marc G. Weinberger and published by Routledge. This book was released on 2021-06-21 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Humor in the Advertising Business

Author : Fred K. Beard
Publisher : Rowman & Littlefield
ISBN 13 : 9780742554269
Total Pages : 224 pages
Book Rating : 4.5/5 (542 download)

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Book Synopsis Humor in the Advertising Business by : Fred K. Beard

Download or read book Humor in the Advertising Business written by Fred K. Beard and published by Rowman & Littlefield. This book was released on 2008 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Beard's Humor in the Advertising Business offers a concise yet thorough exploration of how advertising humor works. As one of advertising's most frequently used tactics, humor is an admittedly complicated topic. Supported with dozens of the world's funniest ads, insights from creative strategists and artists, and decades of research, Humor in the Advertising Business surveys the whimsical side of modern advertising. Great as a supplemental text in Advertising Principles, Copywriting, and Advertising Strategy courses.

Humor, Seriously

Author : Jennifer Aaker
Publisher : Crown Currency
ISBN 13 : 0593135296
Total Pages : 274 pages
Book Rating : 4.5/5 (931 download)

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Book Synopsis Humor, Seriously by : Jennifer Aaker

Download or read book Humor, Seriously written by Jennifer Aaker and published by Crown Currency. This book was released on 2021-02-02 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: WALL STREET JOURNAL, LOS ANGELES TIMES, AND USA TODAY BESTSELLER • Anyone—even you!—can learn how to harness the power of humor in business (and life), based on the popular class at Stanford’s Graduate School of Business. Don’t miss the authors’ TED Talk, “Why great leaders take humor seriously,” online now. “The ultimate guide to using the magical power of funny as a tool for leadership and a force for good.”—Daniel H. Pink, #1 New York Times bestselling author of When and Drive We are living through a period of unprecedented uncertainty and upheaval in both our personal and professional lives. So it should come as a surprise to exactly no one that trust, human connection, and mental well-being are all on the decline. This may seem like no laughing matter. Yet, the research shows that humor and laughter are among the most valuable tools we have at our disposal for strengthening bonds and relationships, diffusing stress and tension, boosting resilience, and performing when the stakes are high. That’s why Jennifer Aaker and Naomi Bagdonas teach the popular course Humor: Serious Business at the Stanford Graduate School of Business, where they help some of the world’s most hard-driving, blazer-wearing business minds infuse more humor and levity into their work and lives. In Humor, Seriously, they draw on findings by behavioral scientists, world-class comedians, and inspiring business leaders to reveal how humor works and—more important—how you can use more of it, better. Aaker and Bagdonas unpack the theory and application of humor: what makes something funny, how to mine your life for material, and simple ways to identify and leverage your unique humor style. They show how to use humor to rebuild vital connections; appear more confident, competent, and authentic at work; and foster cultures where levity and creativity can thrive. President Dwight David Eisenhower once said, “A sense of humor is part of the art of leadership, of getting along with people, of getting things done.” If Dwight David Eisenhower, the second least naturally funny president (after Franklin Pierce), thought humor was necessary to win wars, build highways, and warn against the military-industrial complex, then you might consider learning it too.

Humor in Advertising

Author : Charles S. Gulas
Publisher : M.E. Sharpe
ISBN 13 : 9780765636218
Total Pages : 264 pages
Book Rating : 4.6/5 (362 download)

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Book Synopsis Humor in Advertising by : Charles S. Gulas

Download or read book Humor in Advertising written by Charles S. Gulas and published by M.E. Sharpe. This book was released on 2006 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Creativity and Humor

Author :
Publisher : Academic Press
ISBN 13 : 0128138033
Total Pages : 266 pages
Book Rating : 4.1/5 (281 download)

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Book Synopsis Creativity and Humor by :

Download or read book Creativity and Humor written by and published by Academic Press. This book was released on 2018-09-28 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creativity and Humor provides an overview of the intersection of how humor influences creativity and how creativity can affect humor. The book's chapters speak to the wide reach of creativity and humor with different topics, such as play, culture, work, education, therapy, and social justice covered. As creativity and humor are individual traits and abilities that have each been studied in psychology, this book presents the latest information. - Explains how, and why, humor enhances creativity - Explores the thought processes behind producing humor and creativity - Examines how childhood play is the basis for both creativity and humor - Discusses cross-cultural differences in humor and creativity - Reviews creativity and humor in politics, teaching and relationships

An Introduction to the Psychology of Humor

Author : Janet M. Gibson
Publisher : Routledge
ISBN 13 : 0429672853
Total Pages : 273 pages
Book Rating : 4.4/5 (296 download)

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Book Synopsis An Introduction to the Psychology of Humor by : Janet M. Gibson

Download or read book An Introduction to the Psychology of Humor written by Janet M. Gibson and published by Routledge. This book was released on 2019-01-31 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: An Introduction to the Psychology of Humor provides a comprehensive and accessible overview of psychologists’ research on humor. Drawing on research from a variety of psychological perspectives, from cognitive and biological to social and developmental, the book explores factors that affect our detection, comprehension, liking, and use of humor. Throughout the book, theories and paradigms of humor are explored, with each chapter dedicated to a distinct field of psychological research. Covering topics including humor development in children and older adults, humor’s effectiveness in advertisements, cross-cultural psychology and humor’s functions in the workplace, the book addresses the challenges psychologists face in defining and studying humor despite it being a universal and often daily experience. Featuring a wealth of student-friendly features, including learning objectives and classroom activities, An Introduction to the Psychology of Humor is an essential read for all students of humor.

The Use and Effect of Humor in Different Advertising Media

Author : Marc G. Weinberger
Publisher :
ISBN 13 : 9780704414938
Total Pages : 27 pages
Book Rating : 4.4/5 (149 download)

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Book Synopsis The Use and Effect of Humor in Different Advertising Media by : Marc G. Weinberger

Download or read book The Use and Effect of Humor in Different Advertising Media written by Marc G. Weinberger and published by . This book was released on 1994 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Translation, Humour and the Media

Author : Delia Chiaro
Publisher : Bloomsbury Publishing
ISBN 13 : 1441140670
Total Pages : 278 pages
Book Rating : 4.4/5 (411 download)

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Book Synopsis Translation, Humour and the Media by : Delia Chiaro

Download or read book Translation, Humour and the Media written by Delia Chiaro and published by Bloomsbury Publishing. This book was released on 2010-09-23 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Translation studies and humour studies are disciplines that have been long established but have seldom been looked at in conjunction. This volume looks at the intersection of the two disciplines as found in the media -- on television, in film and in print. From American cable drama to Japanese television this collection shows the range and insight of contemporary cross-disciplinary approaches to humour and translation. Featuring a diverse and global range of contributors, this is a unique addition to existing literature in translation studies and it will appeal to a wide cross-section of scholars and postgraduates.

Advances in Advertising Research (Vol. VII)

Author : George Christodoulides
Publisher : Springer
ISBN 13 : 3658152206
Total Pages : 315 pages
Book Rating : 4.6/5 (581 download)

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Book Synopsis Advances in Advertising Research (Vol. VII) by : George Christodoulides

Download or read book Advances in Advertising Research (Vol. VII) written by George Christodoulides and published by Springer. This book was released on 2016-08-24 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

An Introduction to the Psychology of Humor

Author : Janet M. Gibson
Publisher : Routledge
ISBN 13 : 0429671369
Total Pages : 304 pages
Book Rating : 4.4/5 (296 download)

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Book Synopsis An Introduction to the Psychology of Humor by : Janet M. Gibson

Download or read book An Introduction to the Psychology of Humor written by Janet M. Gibson and published by Routledge. This book was released on 2019-01-31 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: An Introduction to the Psychology of Humor provides a comprehensive and accessible overview of psychologists’ research on humor. Drawing on research from a variety of psychological perspectives, from cognitive and biological to social and developmental, the book explores factors that affect our detection, comprehension, liking, and use of humor. Throughout the book, theories and paradigms of humor are explored, with each chapter dedicated to a distinct field of psychological research. Covering topics including humor development in children and older adults, humor’s effectiveness in advertisements, cross-cultural psychology and humor’s functions in the workplace, the book addresses the challenges psychologists face in defining and studying humor despite it being a universal and often daily experience. Featuring a wealth of student-friendly features, including learning objectives and classroom activities, An Introduction to the Psychology of Humor is an essential read for all students of humor.

Marcas sonrientes

Author : Valiente Alber, Sònia
Publisher : Editorial UOC
ISBN 13 : 8491161112
Total Pages : 214 pages
Book Rating : 4.4/5 (911 download)

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Book Synopsis Marcas sonrientes by : Valiente Alber, Sònia

Download or read book Marcas sonrientes written by Valiente Alber, Sònia and published by Editorial UOC. This book was released on 2016-10-28 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¿Por qué la publicidad televisiva ha empleado tan poco el humor en los últimos años? ¿Por qué la publicidad en España es tan gris? Estas cuestiones son el germen de una investigación que ha durado tres años (2012-2015) y que ha dado lugar a la tesis doctoral: «La conexión emocional generada por el humor como elemento de engagement en marcas consolidadas». Una investigación que ha demostrado que, en un contexto de crisis económica, fragmentación de las audiencias, saturación publicitaria y entorno multipantalla el humor continúa siendo una estrategia válida para generar engagement. Es más, si el anuncio gusta –hace que «la marca me caiga mejor»– se viralizará. Conexión emocional y prescripción orgánica. ¿Hay algo más que una marca pueda soñar?

Humour and Relevance

Author : Francisco Yus
Publisher : John Benjamins Publishing Company
ISBN 13 : 9027267219
Total Pages : 389 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Humour and Relevance by : Francisco Yus

Download or read book Humour and Relevance written by Francisco Yus and published by John Benjamins Publishing Company. This book was released on 2016-03-18 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a cognitive-pragmatic, and specifically relevance-theoretic, analysis of different types of humorous discourse, together with the inferential strategies that are at work in the processing of such discourses. The book also provides a cognitive pragmatics description of how addressees obtain humorous effects. Although the inferences at work in the processing of normal, non-humorous discourses are the same as those employed in the interpretation of humour, in the latter case these strategies (and also the accessibility of contextual information) are predicted and manipulated by the speaker (or writer) for the sake of generating humorous effects. The book covers aspects of research on humour such as the incongruity-resolution pattern, jokes and stand-up comedy performances. It also offers an explanation of why ironies are sometimes labelled as humorous, and proposes a model for the translation of humorous discourses, an analysis of humour in multimodal discourses such as cartoons and advertisements, and a brief exploration of possible tendencies in relevance-theoretic research on conversational humour.

The Psychology of Humor

Author : Jon Roeckelein
Publisher : Bloomsbury Publishing USA
ISBN 13 : 0313011265
Total Pages : 592 pages
Book Rating : 4.3/5 (13 download)

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Book Synopsis The Psychology of Humor by : Jon Roeckelein

Download or read book The Psychology of Humor written by Jon Roeckelein and published by Bloomsbury Publishing USA. This book was released on 2002-02-28 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work traces the origins and evolution of the concept of humor in psychology from ancient to modern times with an emphasis on an experimental/empirical approach to the understanding of humor and sense of humor. In addition to more than 3,000 important citations and references pertaining to the history, theories, and definitions of the concept of humor, this reference guide contains more than 380 recent (post-1970) annotated entries on the psychology of humor in its bibliographic section. The book describes various psychological, nonpsychological, and philosophical theories and definitions of humor, and focuses on the methodological concerns of psychologists regarding the scientific investigation of humor. The bibliography is organized under 10 categories, including Bibliographies and Literature Reviews of Humor, Cognition and Humor, Methodology and Measurement of Humor, and Social Aspects of Humor.

The Psychology of Humor

Author : Rod A. Martin
Publisher : Academic Press
ISBN 13 : 0128135093
Total Pages : 550 pages
Book Rating : 4.1/5 (281 download)

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Book Synopsis The Psychology of Humor by : Rod A. Martin

Download or read book The Psychology of Humor written by Rod A. Martin and published by Academic Press. This book was released on 2018-07-14 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most of us laugh at something funny multiple times during a typical day. Humor serves multiple purposes, and although there is a sizable and expanding research literature on the subject, the research is spread in a variety of disciplines. The Psychology of Humor, 2e reviews the literature, integrating research from across subdisciplines in psychology, as well as related fields such as anthropology, biology, computer science, linguistics, sociology, and more. This book begins by defining humor and presenting theories of humor. Later chapters cover cognitive processes involved in humor and the effects of humor on cognition. Individual differences in personality and humor are identified as well as the physiology of humor, the social functions of humor, and how humor develops and changes over the lifespan. This book concludes noting the association of humor with physical and mental health, and outlines applications of humor use in psychotherapy, education, and the workplace. In addition to being fully updated with recent research, the second edition includes a variety of new materials. More graphs, tables, and figures now illustrate concepts, processes, and theories. It provides new brief interviews with prominent humor scholars via text boxes. The end of each chapter now includes a list of key concepts, critical thinking questions, and a list of resources for further reading. - Covers research on humor and laughter in every area of psychology - Integrates research findings into a coherent conceptual framework - Includes brain imaging studies, evolutionary models, and animal research - Integrates related information from sociology, linguistics, neuroscience, and anthropology - Explores applications of humor in psychotherapy, education, and the workplace - Provides new research, plus key concepts and chapter summaries

Humor and Chinese Culture

Author : Xiaodong Yue
Publisher : Routledge
ISBN 13 : 1315412438
Total Pages : 238 pages
Book Rating : 4.3/5 (154 download)

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Book Synopsis Humor and Chinese Culture by : Xiaodong Yue

Download or read book Humor and Chinese Culture written by Xiaodong Yue and published by Routledge. This book was released on 2017-07-20 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses psychological studies of humour in Chinese societies. It starts by reviewing how the concept of humour evolves in Chinese history, and how it is perceived by Confucianism, Taoism, and Buddhism respectively. It then compares differences in the Western and the Chinese perceptions of humor and discusses empirical studies that were conducted to examine such differences. It also discusses the cultural origin and empirical evidence of the Chinese ambivalence about humor and presents empirical findings that illustrate its existence. Having done these, it proceeds to discuss psychological studies that examine how humour is related to various demographic, dispositional variables as well as how humour is related to creativity in Chinese societies. It also discusses how humour is related to emotional expressions and mental health in Chinese society as well. It concludes with a discussion on how workplace humor is reflected and developed in Chinese contexts. Taken together, this book attempts to bring together the theoretical propositions, empirical studies, and cultural analyses of humor in Chinese societies.

Cross-Cultural Marketing

Author : Vescovi, Tiziano
Publisher : Edward Elgar Publishing
ISBN 13 : 1800889755
Total Pages : 352 pages
Book Rating : 4.8/5 (8 download)

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Book Synopsis Cross-Cultural Marketing by : Vescovi, Tiziano

Download or read book Cross-Cultural Marketing written by Vescovi, Tiziano and published by Edward Elgar Publishing. This book was released on 2022-01-20 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Research Anthology on Social Media Advertising and Building Consumer Relationships

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1668462885
Total Pages : 2012 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Research Anthology on Social Media Advertising and Building Consumer Relationships by : Management Association, Information Resources

Download or read book Research Anthology on Social Media Advertising and Building Consumer Relationships written by Management Association, Information Resources and published by IGI Global. This book was released on 2022-05-13 with total page 2012 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.