Creative approaches: Humorous

 

This article explores the role and interpretation processes of puns in print advertising. The function of punning (wordplay) in advertising varies from double meanings to humorous effects. Textual ana ...

This study examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to co ...

This is a best practice piece on the use of humour in advertising. It explains that humour may be cognitive, affective or both. The reasons for using humour and its drawbacks are discussed. The accep ...

Chick-fil-A Inc. is a US fast food operation reliant on the chicken sandwich. This paper describes how the brand has grown via billboard advertising and humour - particularly the Eat Mor Chikin Cows c ...

This is Tom Rayfield's final column for Admap and consists of 40 quotes on the communications industry which the author describes as a 'tear out and keep page for the next time you are making a speech ...

This paper replicates a portion of the Weinberger and Spotts (1989) study, which compared the use of humour in television advertising in the US and the UK. A careful comparison of the results of the t ...

The arrival of dot-corn advertising in the last few years has brought with it a resurgence of humor in US advertising. But what's funny? And how do funny ads work? Humor is one of the least understood ...

This article explores the way humour works in advertising, develops models for analysing its effective use, investigates the changing response to it, and assesses whether it works differently accordin ...

The account manager - a much maligned individual, attracting derision, ridicule and ignominy. But even the best creative, planning and media groups will be inefficient if left in the hands of poor acc ...

Humor is used today to advertise just about everything. It not only makes us laugh, it makes us talk. The article discusses the use (or otherwise) of humor in various advertising campaigns with explan ...

Little Caesars' advertising budget is modest in comparison to many other companies so they concentrate on campaigns that are entertaining and hilarious. Some campaigns are discussed, as is the relatio ...

Many agencies have given up creative reputations for the sake of building their business. The authors' agency endeavors to create great advertising (even through they 'hate' the business) and the arti ...

British advertising appears to make more use of humour than US advertising, but much of the research into the effectiveness of humour is US. Summarises research findings and, by contrast, what adverti ...

This study compares the responses of Finnish and American university students to 10 humorous television commercials. The results begin to establish cross-cultural support for use of an affect-based mo ...

Base on published summaries of the findings drawn from over 30 major research studies, many of which are still on-going, this book is not a theory book on advertising effectiveness, although the autho ...

Discusses humour in advertising, and whether it is effective. Claude Hopkins in 1923 laid down the rule that ads should not seek to entertain, but, more recently, authorities have claimed to find humo ...