Humor in Advertising (PDF)

Name: Humor in Advertising
Brand: Taylor & Francis
SKU: 138227327
Price: 54.50 EUR
Availability: OnlineOnly

Classic Perspectives and New Insights (Sprache: Englisch)

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This book 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...

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Autoren-Porträt

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.