1st Edition
Humor in Advertising Classic Perspectives and New Insights
Preface: the timeless nature of the study of humor in advertising
Charles R. Taylor
1. An introduction to humor in advertising: Classic perspectives and new insights
Marc G. Weinberger and Charles S. Gulas
2. The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?
Marc G. Weinberger and Charles S. Gulas
3. Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China
Gary D. Gregory, Heather J. Crawford, Lu Lu and Liem Ngo
4. Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor
Lachezar Ivanov, Martin Eisend and Tomas Bayon
5. Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising
James Mark Mayer, Piyush Kumar and Hye Jin Yoon
6. Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes
Caleb Warren, Erin Percival Carter and A. Peter McGraw
7. Overlay ads in humorous online videos: it’s a matter of timing
Ivar Vermeulen, Ellen Droog and Christian Burgers
8. Comedic violence in advertising: the role of normative beliefs and intensity of violence
Hye Jin Yoon
9. How morality judgments influence humor perceptions of prankvertising
Chingching Chang
10. Looking in through outdoor: a socio-cultural and historical perspective on the evolution of advertising humour
Marc G. Weinberger, Charles S. Gulas and Michelle F. Weinberger
Biography
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.
