Humor in Advertising
Open Access
- 1 October 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 37 (4) , 12-18
- https://doi.org/10.1177/002224297303700403
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.Keywords
This publication has 0 references indexed in Scilit: