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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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