How to craft humorous advertisements across diverse cultures? Multi‐country insights from Brazilian, Chinese and American consumers
In today's multicultural environment, the influence of cultural orientations on humorous
advertising outcomes is increasingly significant for researchers and practitioners. Drawing …
advertising outcomes is increasingly significant for researchers and practitioners. Drawing …
Effectiveness of product placement in streaming TV series: the roles of product involvement, placement prominence, and celebrity endorsement
S Li - Journal of Marketing Communications, 2023 - Taylor & Francis
Streaming platforms are revolutionizing the product placement practices in TV series via the
embedment of brands using popular screenwriting and filmmaking techniques that could …
embedment of brands using popular screenwriting and filmmaking techniques that could …
The growing creative challenge for advertising engagement: An analysis of Super Bowl Ad Meter likeability scores from 2013 to 2024
P Beede - Journal of Marketing Communications, 2024 - Taylor & Francis
In the world of advertising, creativity is king. For at least fifty years, the Super Bowl has
reigned as the industry's annual showcase of creative commercials. This study explores …
reigned as the industry's annual showcase of creative commercials. This study explores …
Perceptions of Hard Sell and Soft Sell Vocal Styles across Countries: Lessons from France and New Zealand
This study explores soft sell and hard sell vocal appeals across two different countries,
France and New Zealand. We use quantitative and qualitative methods to analyze …
France and New Zealand. We use quantitative and qualitative methods to analyze …
Relationship between humor in advertising and attitude towards ads: A meta-analysis
Humor is anything that is funny or is intended to be funny. Humor is a fundamental social
communication ingredient used profusely in advertising worldwide. Humor in …
communication ingredient used profusely in advertising worldwide. Humor in …
British Phlegm and Individualism in Humorous Political Advertising
This chapter delves into the role of humor within the context of the UK political landscape,
exploring how it is influenced by cultural factors. The past two decades have witnessed …
exploring how it is influenced by cultural factors. The past two decades have witnessed …
Children's Response to Humor in Translated Poetry
ART Morta - 2023 - lotpublications.nl
On the photo-sharing platform Instagram, close to 252,000 posts are tagged with#
middlegradebooks, 108,000 posts with# middlegradefiction and 57,500 posts with# …
middlegradebooks, 108,000 posts with# middlegradefiction and 57,500 posts with# …
Consumer responses towards humorous advertisements employing opposing types of incongruity
IE Bon - 2023 - comum.rcaap.pt
Advertisements have permeated society to such an extent that marketers are adopting novel
ways to elicit more positive consumer responses. One way to achieve this is through the …
ways to elicit more positive consumer responses. One way to achieve this is through the …
[BOOK][B] Heritage and Humor: An Examination of Armenian Identity, the Role of Humor, and Heritage Language Learning in College Classrooms
AA Yeghyayan - 2022 - search.proquest.com
Given the loss of heritage languages due to assimilation of the dominant English language
in US society within three generations of migration to the US (Wiley & Valdés, 2000), it is of …
in US society within three generations of migration to the US (Wiley & Valdés, 2000), it is of …
The Relationship of Humor, Trust, and Intrusiveness in Advertising
The main purpose of this study is to investigate the effects of consumers' perceptions of
humorous advertising in ads. For hundreds of years, advertising has affected consumers' …
humorous advertising in ads. For hundreds of years, advertising has affected consumers' …