Humor in Advertising
Journal of MarketingPublished 1 October 1973
Brian Sternthal, C. Samuel Craig
Citations120
SJR quartileQ1
SJR score13.39
SNIP5.22
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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
PsychologySocial SciencesComputer Science