What makes an ad funny?
Is humour effective and what causes humour effects in advertising?

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What makes an ad funny? Is humour effective and what causes humour effects in advertising?

Researchers and practitioners commonly consider humour as an effective tool to enhance the persuasiveness of advertising. Yet, few studies define the humour construct. Given that ads which are intended to be humorous by advertisers may not be perceived as humorous by the audience, this study examine...

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Bibliographic Details
Main Author:	Doan, THI THUY DUNG
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2018
Subjects:	humour advertising persuasion social influence persuasion knowledge
Online Access:	https://eprints.nottingham.ac.uk/54562/

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