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product category using humor extensively? Adaptation level theory argues that products which are not usually associated with humorous advertising ...

http://www.springerlink.com/index/61QJV2141MK005W5.pdf

lying mechanisms of the effect of humor in advertising, the study investigates the crucial .... “incongruity-resolution theory” of humor comprehension ...

http://www.springerlink.com/index/78388v3h124645l1.pdf

Despite E.B. White's wry prediction (above), humor in advertising has survived .... False alarm theory admittedly involves a lot of conjecture but it is ...

http://www.sutherlandsurvey.com/Columns_Papers/False Alarm Theory - How Humorous Ads Work.pdf

by JLCMW ELPERS - Cited by 21

http://www.ivey.uwo.ca/faculty/rritchie/Readings/JCR Dec-04 - Humor in TV Advertising.pdf

humor and advertising for ideas about some of the possible fea- .... interested in applications of linguistic theory and has recently published a textbook ...

http://ieeexplore.ieee.org/iel4/47/15825/00735371.pdf?arnumber=735371

a humor theory suitable for algorithmic representation. ... second language learning systems, electronic advertising, and e-commerce. Humor detection can be ...

http://ieeexplore.ieee.org/iel5/5284806/5284931/05285062.pdf?arnumber=5285062

by GAG ROUX - Related articles

http://www.griffith.edu.au/__data/assets/pdf_file/0019/88120/9.-Gwenaelle-Roux---Humour-in-British-print-ads.pdf

The generalizability of previous research on humor in advertising ...... In summary, contemporary incongruity theories of humor response ...

http://etd.lib.ttu.edu/theses/available/etd-09152009-31295000275114/unrestricted/31295000275114.pdf

29 Jan 2009 ... Humor: Theory,. History,. Applications. Springfield, IL: Charles C. Thomas. Publisher. Madden, T. J. (1982). Humor in Advertising: ...

http://etd.lib.ttu.edu/theses/available/etd-01292009-31295008853268/unrestricted/31295008853268.pdf

by M Strick - Related articles

http://www.unconsciouslab.com/publications/Stricketal_JEPA.pdf

Release theories maintain that humour releases tensions, psychic energy, ... Sherzer (1985) considers puns as highly appropriate for advertising because ...

http://www.walterw.de/wp-content/uploads/2009/02/humour_ad.pdf

in Freud's theory of humor.10 Humor has also been thought to ..... in the use of humor in advertising, particularly when part of the ...

http://www.informaworld.com/index/911312046.pdf

Research has found that humor in advertising can have effects on me- dia evaluation. ...... A disposition theory of humor and mirth. In T. Chapman & H. ...

http://www.informaworld.com/index/792273611.pdf

Humor in the Advertising Business: Theory, Practice, and Wit is organized this way. Chapter 1 presents a history of advertising humor, exploring its ...

http://www.funnyadbook.com/Beard intro.pdf

by M Buijzen - Cited by 20

http://kimgregson.com/senior_sem/humor_typologies.pdf

of the Semantic Theory of Humor to Advertising," Nancy Allen suggests that a hu- morous TV advertisement offers one script in a way that leads viewers into ...

http://www.nanzan-u.ac.jp/SHUBUNKEN/publications/afs/pdf/a804.pdf

by MD Arroyo - 1998 - Cited by 1

http://rua.ua.es/dspace/bitstream/10045/5364/1/RAEI_11_04.pdf

The purpose of this chapter is to test a dynamic, MTM model of humor in television advertising. Building on theory related to individuals' ...

http://dissertations.ub.rug.nl/FILES/faculties/eco/2003/j.l.c.m.woltman.elpers/c5.pdf

assimilation theory of priming associations (Stafford, Leigh, and Martin 1995; Yi 1993) appears to hold for humor and deceptive claims within advertising. ...

http://mesharpe.metapress.com/index/U13K6RU6704049T7.pdf

Following the early research on humor in advertising (e.g., ..... and Collins's (1992) theory of humor elicitation. Finally, Spotts, ...

http://mesharpe.metapress.com/index/128341654886337N.pdf

by W Spooren - 2005 - Related articles

http://dare.ubvu.vu.nl/bitstream/1871/9890/1/lyall2.pdf

by JT Yeh - Related articles

http://www.waset.org/journals/waset/v53/v53-91.pdf

File Format: PDF/Adobe Acrobatby V Olssondeveloped for verbal humor, Raskin's theory seems likely to predict the types of incongruent contrasts humorous advertising, whether verbal or visual. ...

http://epubl.luth.se/1404-5508/2005/186/LTU-SHU-EX-05186-SE.pdf

by K KASBIT - Related articles

http://mpra.ub.uni-muenchen.de/15005/1/MPRA_paper_15005.pdf

humor in advertising services? According to the published literature, not ...... “Advertising comedy in electronic drama: the construct, theory and ...

http://www.emeraldinsight.com/Insight/html/Output/Published/EmeraldFullTextArticle/Pdf/0750120603.pdf

factors that moderate the impact of humor in advertising are specific .... theory, memory effects rather follow a curvilinear relationship for ...

http://www.acrwebsite.org/volumes/v34/500527_100355_v2.pdf

Analyzing texts with the General Theory of Verbal Humour. ... Ping Xiao: Humour in advertising. Bids to host the Summer School and Symposium in future years ...

http://www.humoursummerschool.org/08/report.pdf

by M Davis - Related articles

http://mattdavisonline.com/corporate advertising.pdf

Research into the persuasiveness of humour in advertising utilises both cognitive and affective theories to attempt to explain the conative effects ...

http://conferences.anzmac.org/ANZMAC2007/papers/HCrawford_1.pdf

by K Elwood - Cited by 1

http://www.waseda.jp/w-com/outline/publications/bun_cont/no31/bun31_01.pdf

Theory of Humor to Advertising. 1.1. 27-38. Marino, Matthew. Puns: The Good, the Bad, and the Beautiful. 1.1. 39-48. Fry, William, and William M. ...

http://www.hnu.edu/ishs/ISHS Documents/Humor1988_2008.pdf

Eisend, Martin (2010), How Humor in Advertising Works: A Test of Alternative Models, In Michael K. Brady & Micheal D. Hartline, Marketing Theory and ...

http://www.wiwi.euv-frankfurt-o.de/de/lehrstuhl/mm/marketing/team/Website_Publications_ME_2010-February_1_.pdf

Studies: Developments in Theory and Research. eds. Valder, Blundell, et. al. New York: ... Dimensions of Humor in Advertising: A Multinational Analysis”. ...

http://nccur.lib.nccu.edu.tw/bitstream/140.119/36809/10/101510.pdf

by DL Alden - 1993 - Cited by 133

http://php.scripts.psu.edu/faculty/n/x/nxy906/COMPS/indivdualismandcollectivism/culture lit/to print/Alden1993humoracx.pdf

by LW Friedman - Cited by 2

http://cisnet.baruch.cuny.edu/papers/cis200210.pdf

13 Jul 2009 ... 2 The Impact of Humor in Advertising: A Review by Marc .... Learn about the theories behind why humor is an effective tool for strategic ...

http://www.american.edu/soc/faculty/upload/Comedy-In-Communication-Syllabus-July-13-2009.pdf

Social and health care marketing theory and applications .... Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis," ...

http://mkt.shidler.hawaii.edu/CVs/alden cv2005.pdf

inquiry, numerous theories of humour were developed that provide a critical ...... that humour in advertising is an effective tool in gaining attention ...

http://library2.usask.ca/theses/available/etd-10212004-002546/unrestricted/NQ63910.pdf

major categories, which are considered the main theories of humor: ..... Gulas and Weinberger (2006) comprehensively address humor in advertising, high- ...

http://sag.sagepub.com/cgi/rapidpdf/1046878109341390v1.pdf

endeavor, including medicine, counseling, advertising and, of course, ... The relief/release theory of humor focuses on the fact that laughter is a socially ...

http://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID907710_code447157.pdf?abstractid=907710

The relief/release theory of humor focuses on the fact that laughter is a ..... "The impact of humor in advertising: A review." Journal of Advertising, 18 ...

http://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID913622_code447157.pdf?abstractid=913622&mirid=1

by JPT Fatt - Related articles

http://sbaer.uca.edu/research/icsb/1998/153.pdf

20 Mar 2008 ... THEORY TO PRACTICE. Multiscreen Cross-platform Media & ... Project • Casual Gaming • MediaFLO Study • Comedy Central • A Close Look at Humor Today ... Understanding the value of cross-platform advertising performance ...

http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-03-20_ARF_Engagement_FaheyRush_Cunningham.pdf

Ÿ Humor. Ÿ Rational. Ÿ Fear. Ÿ Emotional. 2. MarCom4 Message Appeal ... Your Advertising Agency has to apply some of the theory on the selected product! ...

http://www.marketing2go.co.il/upload/IMC DA-2-1 MarCom-theories.pdf

by O Stock - Cited by 38

http://dli.iiit.ac.in/ijcai/IJCAI-2003/PDF/009.pdf

"A Comparison of the Theory of Planned Behavior to the Theory of Reasoned Action" ..... Dissertation: "Humor in Advertising: Applications of a Hierarchy ...

http://mooreschool.sc.edu/UserFiles/Faculty/120/Madden_T_vita.pdf

"Bergson's Theory of Laughter: Towards a Conceptualization and. Classification of Humor in Advertising," Abstract, in Proceedings of the ...

http://business.rutgers.edu/files/barbara_stern_vita2008.pdf

by O Stock - Cited by 1

ftp://ftp.cs.pitt.edu/web/projects/nlp/conf/aaai2006/15/AAAI06-278.pdf

by BS FRANKLYN - Related articles

http://adt.waikato.ac.nz/uploads/approved/adt-uow20060918.093940/public/02whole.pdf

File Format: PDF/Adobe Acrobatby LM De Bruin - 20065 Apr 2007 ... and description of fear-appeal advertising, with the focus on smoking as a ...... The incongruity theory of humour suggests that humour ...

http://upetd.up.ac.za/thesis/available/etd-04052007-111238/unrestricted/02chapter2.pdf