Cognitive And Affective Responses To Humorous 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 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:

Psychological Processes and Advertising Effects

Author : Linda F. Alwitt
Publisher : Taylor & Francis
ISBN 13 : 1000549127
Total Pages : 318 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis Psychological Processes and Advertising Effects by : Linda F. Alwitt

Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt and published by Taylor & Francis. This book was released on 2022-02-16 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.

Explorations in Humor Studies

Author : Marcin Kuczok
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527543307
Total Pages : 201 pages
Book Rating : 4.5/5 (275 download)

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Book Synopsis Explorations in Humor Studies by : Marcin Kuczok

Download or read book Explorations in Humor Studies written by Marcin Kuczok and published by Cambridge Scholars Publishing. This book was released on 2019-11-12 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: Working towards a multifaceted debate on humor and related phenomena, this book is a comprehensive reflection of the contributors’ shared interest in various dimensions of humor and its manifold applications. It is composed of a selection of writings that provide important insights into language used for humorous purposes. Theoretical discussions are complemented by an assortment of case studies in linguistics, culture, literature, and translation, as well as in visual and media studies.

International Advertising and Communication

Author : Sandra Diehl
Publisher : Springer Science & Business Media
ISBN 13 : 3835057022
Total Pages : 477 pages
Book Rating : 4.8/5 (35 download)

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Book Synopsis International Advertising and Communication by : Sandra Diehl

Download or read book International Advertising and Communication written by Sandra Diehl and published by Springer Science & Business Media. This book was released on 2006-09-19 with total page 477 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising

Effective Advertising

Author : Gerard J. Tellis
Publisher : SAGE
ISBN 13 : 1452276749
Total Pages : 217 pages
Book Rating : 4.4/5 (522 download)

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Book Synopsis Effective Advertising by : Gerard J. Tellis

Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.

Cognitive and Affective Responses to Advertising

Author : Patricia Cafferata
Publisher : Free Press
ISBN 13 :
Total Pages : 440 pages
Book Rating : 4.3/5 (97 download)

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Book Synopsis Cognitive and Affective Responses to Advertising by : Patricia Cafferata

Download or read book Cognitive and Affective Responses to Advertising written by Patricia Cafferata and published by Free Press. This book was released on 1989 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.

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:

Attention, Attitude, and Affect in Response To Advertising

Author : Eddie M. Clark
Publisher : Psychology Press
ISBN 13 : 1317783387
Total Pages : 339 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Attention, Attitude, and Affect in Response To Advertising by : Eddie M. Clark

Download or read book Attention, Attitude, and Affect in Response To Advertising written by Eddie M. Clark and published by Psychology Press. This book was released on 2019-10-25 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Advances in Advertising Research IX

Author : Verolien Cauberghe
Publisher : Springer
ISBN 13 : 3658226811
Total Pages : 354 pages
Book Rating : 4.6/5 (582 download)

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Book Synopsis Advances in Advertising Research IX by : Verolien Cauberghe

Download or read book Advances in Advertising Research IX written by Verolien Cauberghe and published by Springer. This book was released on 2018-07-04 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.

The Oxford Handbook of Social Cognition, Second Edition

Author : Donal E. Carlston
Publisher : Oxford University Press
ISBN 13 : 0197763413
Total Pages : 1161 pages
Book Rating : 4.1/5 (977 download)

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Book Synopsis The Oxford Handbook of Social Cognition, Second Edition by : Donal E. Carlston

Download or read book The Oxford Handbook of Social Cognition, Second Edition written by Donal E. Carlston and published by Oxford University Press. This book was released on 2024 with total page 1161 pages. Available in PDF, EPUB and Kindle. Book excerpt: This revised edition overhauls the first edition, with a majority of chapters reconceptualized, focusing on offering a comprehensive review and a new, multigenerational perspective. The chapter also includes a multitude of new topics, including gender identity, intersectionality, prejudice, happiness and wellbeing, questionnaire methodology, and more.

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.

Advances in Advertising Research (Vol. VI)

Author : Peeter Verlegh
Publisher : Springer
ISBN 13 : 3658105585
Total Pages : 400 pages
Book Rating : 4.6/5 (581 download)

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Book Synopsis Advances in Advertising Research (Vol. VI) by : Peeter Verlegh

Download or read book Advances in Advertising Research (Vol. VI) written by Peeter Verlegh and published by Springer. This book was released on 2015-09-07 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.

Laughing and Learning

Author : Peter M. Jonas
Publisher : R&L Education
ISBN 13 : 1607093189
Total Pages : 155 pages
Book Rating : 4.6/5 (7 download)

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Book Synopsis Laughing and Learning by : Peter M. Jonas

Download or read book Laughing and Learning written by Peter M. Jonas and published by R&L Education. This book was released on 2009-11-16 with total page 155 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Laughing and Learning, leadership consultant and university professor Peter M. Jonas explores the ways in which humor can enhance the learning environment. Drawing upon empirical research and brain-based concepts, Jonas presents a theoretical model of humor, along with practical examples for use in schools and classrooms. Jonas demonstrates that humor is a natural and fundamental activity that teachers and administrators need to utilize properly to maximize their effectiveness.

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

The Advertised Mind

Author : Erik Du Plessis
Publisher : Kogan Page Publishers
ISBN 13 : 9780749443665
Total Pages : 268 pages
Book Rating : 4.4/5 (436 download)

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Book Synopsis The Advertised Mind by : Erik Du Plessis

Download or read book The Advertised Mind written by Erik Du Plessis and published by Kogan Page Publishers. This book was released on 2005 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Du Plessis draws on information about the working of the human brain from psychologists, neurologists, and artificial intelligence specialists to suggest why "ad-liking" is such an important factor in advertisement and how it predisposes consumers to buy the brand that is being advertised.

Measuring Advertising Effectiveness

Author : William D. Wells
Publisher : Psychology Press
ISBN 13 : 1317779517
Total Pages : 419 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Measuring Advertising Effectiveness by : William D. Wells

Download or read book Measuring Advertising Effectiveness written by William D. Wells and published by Psychology Press. This book was released on 2014-03-05 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.