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Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.
Beard's Humor in the Advertising Business offers a concise yet thorough exploration of how advertising humor works. As one of advertising's most frequently used tactics, humor is an admittedly complicated topic. Supported with dozens of the world's funniest ads, insights from creative strategists and artists, and decades of research, Humor in the Advertising Business surveys the whimsical side of modern advertising. Great as a supplemental text in Advertising Principles, Copywriting, and Advertising Strategy courses.
WALL STREET JOURNAL, LOS ANGELES TIMES, AND USA TODAY BESTSELLER • Anyone—even you!—can learn how to harness the power of humor in business (and life), based on the popular class at Stanford’s Graduate School of Business. Don’t miss the authors’ TED Talk, “Why great leaders take humor seriously,” online now. “The ultimate guide to using the magical power of funny as a tool for leadership and a force for good.”—Daniel H. Pink, #1 New York Times bestselling author of When and Drive We are living through a period of unprecedented uncertainty and upheaval in both our personal and professional lives. So it should come as a surprise to exactly no one that trust, human connection, and mental well-being are all on the decline. This may seem like no laughing matter. Yet, the research shows that humor and laughter are among the most valuable tools we have at our disposal for strengthening bonds and relationships, diffusing stress and tension, boosting resilience, and performing when the stakes are high. That’s why Jennifer Aaker and Naomi Bagdonas teach the popular course Humor: Serious Business at the Stanford Graduate School of Business, where they help some of the world’s most hard-driving, blazer-wearing business minds infuse more humor and levity into their work and lives. In Humor, Seriously, they draw on findings by behavioral scientists, world-class comedians, and inspiring business leaders to reveal how humor works and—more important—how you can use more of it, better. Aaker and Bagdonas unpack the theory and application of humor: what makes something funny, how to mine your life for material, and simple ways to identify and leverage your unique humor style. They show how to use humor to rebuild vital connections; appear more confident, competent, and authentic at work; and foster cultures where levity and creativity can thrive. President Dwight David Eisenhower once said, “A sense of humor is part of the art of leadership, of getting along with people, of getting things done.” If Dwight David Eisenhower, the second least naturally funny president (after Franklin Pierce), thought humor was necessary to win wars, build highways, and warn against the military-industrial complex, then you might consider learning it too.
An Introduction to the Psychology of Humor provides a comprehensive and accessible overview of psychologists’ research on humor. Drawing on research from a variety of psychological perspectives, from cognitive and biological to social and developmental, the book explores factors that affect our detection, comprehension, liking, and use of humor. Throughout the book, theories and paradigms of humor are explored, with each chapter dedicated to a distinct field of psychological research. Covering topics including humor development in children and older adults, humor’s effectiveness in advertisements, cross-cultural psychology and humor’s functions in the workplace, the book addresses the challenges psychologists face in defining and studying humor despite it being a universal and often daily experience. Featuring a wealth of student-friendly features, including learning objectives and classroom activities, An Introduction to the Psychology of Humor is an essential read for all students of humor.
Creativity and Humor provides an overview of the intersection of how humor influences creativity and how creativity can affect humor. The book's chapters speak to the wide reach of creativity and humor with different topics, such as play, culture, work, education, therapy, and social justice covered. As creativity and humor are individual traits and abilities that have each been studied in psychology, this book presents the latest information. - Explains how, and why, humor enhances creativity - Explores the thought processes behind producing humor and creativity - Examines how childhood play is the basis for both creativity and humor - Discusses cross-cultural differences in humor and creativity - Reviews creativity and humor in politics, teaching and relationships
Translation studies and humour studies are disciplines that have been long established but have seldom been looked at in conjunction. This volume looks at the intersection of the two disciplines as found in the media -- on television, in film and in print. From American cable drama to Japanese television this collection shows the range and insight of contemporary cross-disciplinary approaches to humour and translation. Featuring a diverse and global range of contributors, this is a unique addition to existing literature in translation studies and it will appeal to a wide cross-section of scholars and postgraduates.
An Introduction to the Psychology of Humor provides a comprehensive and accessible overview of psychologists’ research on humor. Drawing on research from a variety of psychological perspectives, from cognitive and biological to social and developmental, the book explores factors that affect our detection, comprehension, liking, and use of humor. Throughout the book, theories and paradigms of humor are explored, with each chapter dedicated to a distinct field of psychological research. Covering topics including humor development in children and older adults, humor’s effectiveness in advertisements, cross-cultural psychology and humor’s functions in the workplace, the book addresses the challenges psychologists face in defining and studying humor despite it being a universal and often daily experience. Featuring a wealth of student-friendly features, including learning objectives and classroom activities, An Introduction to the Psychology of Humor is an essential read for all students of humor.
This work traces the origins and evolution of the concept of humor in psychology from ancient to modern times with an emphasis on an experimental/empirical approach to the understanding of humor and sense of humor. In addition to more than 3,000 important citations and references pertaining to the history, theories, and definitions of the concept of humor, this reference guide contains more than 380 recent (post-1970) annotated entries on the psychology of humor in its bibliographic section. The book describes various psychological, nonpsychological, and philosophical theories and definitions of humor, and focuses on the methodological concerns of psychologists regarding the scientific investigation of humor. The bibliography is organized under 10 categories, including Bibliographies and Literature Reviews of Humor, Cognition and Humor, Methodology and Measurement of Humor, and Social Aspects of Humor.