One Hundred Years of Humor in American Advertising

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dc.contributor.authorFred K. Beard
dc.date.accessioned2016-01-14T19:53:08Z
dc.date.accessioned2016-03-30T15:36:31Z
dc.date.available2016-01-14T19:53:08Z
dc.date.available2016-03-30T15:36:31Z
dc.date.issued2005-06-01
dc.description.abstractThis study addresses a gap in the extensive scholarly literature on advertising humor by exploring advertisers’ uses of humor and explanations for its broad appeal as a message tactic throughout the previous century. The study’s sources consist mainly of articles published in the important advertising trade journal Printers’ Ink, supplemented with more recent articles from contemporary marketing and advertising trade journals. An examination of the evolution of professional thought regarding humor indicates that its use during various periods often represented a response to perceptions of changing societal factors and the consequential need to attract greater attention to advertising, the more frequent use of emotional versus rational appeals, the belief that advertising should entertain, changing perceptions of the role of advertising, and the content of the entertainment media.en_US
dc.description.peerreviewYesen_US
dc.description.peerreviewnoteshttps://us.sagepub.com/en-us/nam/manuscript-submission-guidelinesen_US
dc.identifier.citationBeard, F. K. (2005). One Hundred Years of Humor in American Advertising. Journal of Macromarketing, 25(1), 54-65. doi: 10.1177/0276146705274965en_US
dc.identifier.doi10.1177/0276146705274965en_US
dc.identifier.urihttp://hdl.handle.net/11244/25088
dc.language.isoen_USen_US
dc.publisherJournal of Macromarketing
dc.rightsAttribution 3.0 United States
dc.rights.requestablefalseen_US
dc.rights.urihttp://creativecommons.org/licenses/by/3.0/us/
dc.subjectadvertising humoren_US
dc.subjectmarketing historyen_US
dc.subjectadvertising historyen_US
dc.subjectadvertising message strategyen_US
dc.titleOne Hundred Years of Humor in American Advertisingen_US
dc.typeResearch Articleen_US

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