Humor in Advertising

By Veronica Olsson, Å. Larsson. 2005

160 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/b8ac7f637c5f0f660a58e68df8dd2b4aa08c4d94

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Citations in the corpus

Humour effect on memory and attitude: moderating role of product involvement (2003, background): “Sternthal and Craig (1973) drew some tentative but useful conclusions about the effects of humour on advertising by reviewing the early literature on humour in general, and Gelb and Pickett (1983) and Spotts et al. (1997) provide some theoretical discussions of how humorous advertising may affect…”
The use of humor in the workplace (2006, methodology): “This observation is supported by evidence from the advertising literature, which suggests that humor has an “attention-getting” quality (Sternthal & Craig 1973) and leads to improved comprehension, persuasion and emotional connection (Weinberger & Gulas 1992).”
Impact of the Perceived Image of Celebrity Endorsers on Tourists’ Intentions to Visit (2014, methodology): “Ohanian’s model is in accordance with Source Model Theory, which illustrates that endorsements are usually effective because of the credibility and attractiveness of the source (Sternthal and Craig 1973).”
When Does Humor Enhance or Inhibit Ad Responses? - The Moderating Role Of The Need For Humor (2003, background): “On the other hand, research has shown that humor can have distracting effects on information processing (Duncan 1979; Sternthal and Craig 1973).”
The Privileged Role of the Late-Night Joke: Exploring Humor's Role in Disrupting Argument Scrutiny (2008, background): “…is somewhat consistent with the notions of ‘‘humor as distraction’’ proposed in advertising and marketing studies (Cline & Kellaris, 1999; Lyttle, 2001; Sternthal & Craig, 1973), but it also seems to contradict the assumptions of Schmidt (1994, 2001) and Wyer and Collins (1992) that humor…”
All Joking Aside: A Serious Investigation into the Persuasive Effect of Funny Social Issue Messages (2007, background): “Several early reviews of the humor literature concluded that no consistent evidence exists to support humor’s persuasive effect (e.g., Brown & Bryant, 1983; Markiewicz, 1974; Sternthal & Craig, 1973), though they did acknowledge that certain types of humor likely enhance source judgments.”
The impact of advertising on patrons' emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal (2011, background): “Researchers and practitioners have strongly postulated hat entertaining and/or humorous advertisement attracts conumers’ attention (e.g. Sternthal and Craig, 1973) and generates ositive feelings, thus inducing positive emotional responses Geuens and De Pelsmacker, 1998).”
All in! The commercial advertising of offshore gambling on television (2008, unknown): “When a variable could not be sharply distinguished, as in thematic messages, both authors viewed each ad several more times until consensus was reached (Agres, Edell, & Dubitsky, 1990; Chen, Grube, Bersanin, Waiters, & Keefe, 2005; Dejong & Hoffman, 2000; Gulas & Weinberger, 2006; Tellis, 2004).”