Humor in advertising, Journal of Marketing
Although advertisers have employed humor extensively as the motivational basis for their appeals, relatively little is known about the persuasive effect of humor. This article assesses the role of humor in persuasion and suggests an approach to future humor research.
Brian Sternthal, C.Samuel Craig
Sternthal, Brian, and C.Samuel Craig. 1973. Humor in advertising. Journal of Marketing. 37(4): 12-18.