Read complete books and articles on: Humor in Advertising

Humor - according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was achieved through a balance of the four humors; he suggested that the glands had a controlling effect on this balance. For many

5 of the Best Books and Articles on: Humor in Advertising

as selected by Questia librarians

1.

Types of Humor in Television and Magazine Advertising, in Review of Business » Read Now
by Codruta Catanescu, Gail Tom. 6 pgs.

Collections: Entire Library
2.

Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why (Chap. 15 "The Effectiveness of Funny Ads: What a Laugh!") » Read Now
by Max Sutherland, Alice K. Sylvester. 336 pgs.

Collections: Entire Library

Contrary to popular belief, most ads are not designed to make consumers want to buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind...
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Contrary to popular belief, most ads are not designed to make consumers want to buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. Illustrations.
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3.

Marketing to the Mind: Right Brain Strategies for Advertising and Marketing (Information on humor in advertising in Chap. 5 "Absurdities") » Read Now
by Richard C. Maddock, Richard L. Fulton. 284 pgs.

Collections: Entire Library

Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing uniquely from medicine, clinical psychology, and the practice that will provide advertisers...
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Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing uniquely from medicine, clinical psychology, and the practice that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a better chance of success. In so doing, the authors make clear that "marketing to the mind" is a diagnostic technique, a way to quickly and inexpensively analyze consumer resistance. With concepts, theories, and research clearly laid out, the authors show how the technique can be applied to a variety of products and services. A practical and engrossing book for the advertising and marketing community, and for teachers, consultants, and students too.
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4.

Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan (Chap. 4 "Puns") » Read Now
by Keiko Tanaka. 148 pgs.

Collections: Entire Library

Advertising Language analyses the ways advertisers use language to gain and retain the attention of their audience, with particular emphasis on puns and metaphors. The book contains a unique chapter on images of women in Japanese advertising and is the only book to contrast British and Japanese...
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Advertising Language analyses the ways advertisers use language to gain and retain the attention of their audience, with particular emphasis on puns and metaphors. The book contains a unique chapter on images of women in Japanese advertising and is the only book to contrast British and Japanese advertising, subsequently revealing penetrating insights into these two cultures.
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5.

The Senses of Humor: Self and Laughter in Modern America (Information on humor in advertising in "Conclusion") » Read Now
by Daniel Wickberg. 270 pgs.

Collections: Literature, Entire Library

Why do modern Americans believe in something called a sense of humor and how did they come to that belief? Daniel Wickberg traces the cultural history of the concept from its British origins as a way to explore new conceptions of the self and social order in modern America. More than simply the...
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Why do modern Americans believe in something called a sense of humor and how did they come to that belief? Daniel Wickberg traces the cultural history of the concept from its British origins as a way to explore new conceptions of the self and social order in modern America. More than simply the history of an idea, Wickberg's study provides new insights into a peculiarly modern cultural sensibility.
The expression "sense of humor" was first coined in the 1840s and the idea that such a sense was a personality trait to be valued developed only in the 1870s. What is the relationship between Medieval humoral medicine and this distinctively modern idea of the sense of humor? What has it meant in the past 125 years to declare that someone lacks a sense of humor? How is the joke, as a twentieth-century quasi-literary form, different from the traditional folktale?
Wickberg addresses these questions, among others, using the history of ideas to throw new light on the way contemporary Americans think andspeak. Specifically British meanings of humor and laughter from the sixteenth century forward provide the framework for understanding American cultural values in the nineteenth and twentieth centuries.
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