Description: Although the use of humor in advertising has its origins in the early days of the business, its widespread use as an advertising strategy is a more recent phenomenon. This is the first book-length, fully integrated discussion of this popular advertising technique.
Well written and filled with interesting examples, Humor in Advertising draws on extensive serious research on the use of humor from the fields of Advertising and Marketing, as well Psychology, Mass Media, and Communications Studies. The authors are careful to point out not only the benefits, but also the potential pitfalls in advertising's attempts at humor, as advertisers continue to use humorous message to break through the clutter of proliferating ads, and the line between advertising and entertainment is further blurred. No other book provides such a comprehensive and wide-angled analysis of this important topic. It is essential reading for scholars and researchers in the field, as well as for advertising agency account planners and creative directors.
1. History of Humor in Advertising
2. What Is Humor? And How Does It Work?
3. Audience Factors
4. Media and Humor
5. Product Type and Humor
6. Humor Type and Message
7. Context Issues
8. Research Methodology Issues
9. Entertaining Some--Offending Others
10. General Conclusions and Research Directions
Comment(s): "A book on advertising should be fun, and this one is. Useful, too." -- Betsy Gelb, University of Houston
"Gulas and Weinberger leave no doubt that they take humor seriously. Their sustained scholarship identifies research opportunities and provides timely insights. For advertisers scrambling to find the right tools to engage an increasingly fragmented audience, the authors clarify what can and cannot be expected from humor." -- Chris T. Allen, University of Cincinnati
Review(s): "...an exhaustive volume on humor in advertising. ...From a research standpoint, the book is extremely valuable... Highly recommended. Graduate students, faculty, researchers, and practioners with a scholarly bent." -- Social & Behavioral Sciences