Humor in Advertising: Classic Perspectives and New Insights

Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful.

This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge res...