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Research Details
Humor in advertising, Journal of Marketing
Abstract
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.
Type
Article
Author(s)
Brian Sternthal, C.Samuel Craig
Date Published
1973
Citations
Sternthal, Brian, and C.Samuel Craig. 1973. Humor in advertising. Journal of Marketing. 37(4): 12-18.
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