Humor in Advertising: A Comprehensive Analysis

There is little if any actual humor here, warn marketing scholars Gulas (Wright State U., Ohio) and Wienberger (U. of Massachusetts-Amherst). They synthesize what has been learned about the application of humor in advertising, and offer future researchers a road map of theory, methodology, and topics that need attention. Their topics include what humor is and how it works, audience factors, product type, humor type and message, context issues, and entertaining some while offending others. Annotation ©2006 Book News, Inc., Portland, OR (booknews)