Humor in advertising : a comprehensive analysis / Charles S. Gulas and Marc G. Weinberger.
Gulas, Charles S., 1962-; Weinberger, Marc G.
2006
HF5821 .G87 2006 (Mapit)
Available at General Collection

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Title Humor in advertising : a comprehensive analysis / Charles S. Gulas and Marc G. Weinberger.
Author Gulas, Charles S., 1962-
ISBN 9780765616135 (alk. paper)
0765616130 (alk. paper)
Publication Details Armonk, N.Y. : M.E. Sharpe, Inc., c2006.
Language English
Description xiv, 240 p. : ill. ; 24 cm.
Call Number HF5821 .G87 2006
Dewey Decimal Classification 659.1/02/07
Bibliography, etc. Note Includes bibliographical references (p. 207-224) and indexes.
Added Author Weinberger, Marc G.
Linked Resources Table of contents
Record Appears in On-Campus Resources > Books
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History of humor in advertising
Just what is humor?: and how does it work?
Audience factors
Media and humor
Product type and humor Products
Humor type and message
Context issues
Research methodology issues
Entertaining some offending others
General conclusions and research directions

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